Meet Sega Shiro, a new company mascot with an important connection to Segata. Maito Fujioka, the actor who plays Sega Shiro, is the real-life son of actor Hiroshi Fujioka, the man who portrayed ...

Microsoft has Master Chief. And Sega, well, for a long time Sega has had Sonic the Hedgehog as its mascot. Thing is, Sonic is an usurper. Before the blue, spiky hero with the red shoes burst onto ...

After several failed mascots (Alex Kidd, we hardly knew ye!) SEGA scored a major hit with Sonic, and he has remained the company's spokes-hedgehog for two decades, appearing in dozens of titles ...

In March, Sega revealed a new mascot character in the lead up to the company’s 60th anniversary. Known as Sega Shiro, the handsome young high school student is — or rather appeared to be ...

After several failed mascots (Alex Kidd, we hardly knew ye!) SEGA scored a major hit with Sonic, and he has remained the company's spokes-hedgehog for nearly three decades, appearing in dozens of ...

However, Sega threatened the livelihood of their biggest series, Sonic the Hedgehog, with the release of the 2006 title named after the mascot, now infamously referred to as Sonic '06. Rife with ...

Once considered Sega’s mascot during the 1980s, Alex quickly faded from the public eye after the introduction of Sonic the Hedgehog and the failure of his Genesis debut, Alex Kidd in the ...

Poor Alex got knocked out of his totally sweet job as Sega's go-to mascot when they decided to get all edgy and bring in that hedgehog thing. Since then, he's been in retirement, showing up only ...

In spirit anyway. Segata Sanshiro's real-life son is taking over the gi and is now SEGA Japan's new mascot. There was nothing like Segata Sanshiro, and there's been nothing like him since.

They've built the Sonic Dreams Collection, a batch of tiny tribute games for Macs and Windows PCs that acknowledge the Sega mascot's fall from grace. It masquerades as a leaked set of Dreamcast ...