Sonic – Red Button & Friends

Turning a literal touchpoint into a long-running character system.

Red Button & Friends started as a redesign for Sonic’s kids’ program, Wacky Pack—but quickly grew into a long-lasting, character-driven IP. I designed the original cast, then expanded it over time—building a system that lived on bags, ordering screens, TV spots, paper and plastic toys, and even baby books.

What I Did:

  • Created a full cast of characters from scratch for Sonic’s kids’ program

  • Developed new characters as the system expanded

  • Modeled toys (both paper and plastic) based on the character set

  • Collaborated with external teams for implementation across touchpoints—from POS to packaging

  • Helped the brand build IP outside of licensed content

Sonic leaned heavily on licensed partnerships. This gave them something original—and it’s still running 8+ years later

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