The firm currently has "several new digital titles" in development, as well as a boxed retail release, all of which are likely to launch within the next year.
Sega is also planning to increase awareness of its iconic character by releasing new toys, apparel and stationary.
"Over the next year there will be a big focus on the expansion of toy distribution across Europe," Sega's Sissel Henno told Toys 'n' Playthings magazine (via CVG).
"Similarly, we will also be growing the apparel, publishing and stationary categories.
"We will have several new digital titles launching as well as a new boxed game, so there will be plenty of opportunities to link marketing campaigns across games and merchandise," he added.
Sonic the Hedgehog will soon appear in Sumo Digital's Sonic & All-Stars Racing Transformed, which will be released on November 16 in Europe and November 18 in North America for Xbox 360 and PS3.
A Wii U version will be available when the system launches on November 18 in North America and November 30 in Europe, while a Nintendo 3DS and PS Vita launch is planned for December 11.
The follow-up to 2010's racing title features nearly 30 characters and lets players drive transforming vehicles.
> Digital Spy's hands-on preview of Sonic & All-Stars Racing Transformed
Watch a trailer for Sonic & All-Stars Racing Transformed below: