Gamers that have spent their lives wondering what Sonic the Hedgehog might smell like are finally in luck. Alongside Numskull Designs, long-standing company Sega has announced some new merchandise: a line of unisex colognes that supposedly smell like three iconic game protagonists. A Yakuza scent, Shenmue scent, and Sonic the Hedgehog scent are all available on the brand's online shop for EU customers.

Sega certainly didn't invent the concept of strange game tie-in merchandise, but this newest launch isn't exactly something fans were asking for. In the internet age, brands will often turn to outlandish tactics in order to generate buzz around a product or project. While the iconic t-shirt will likely never go out of fandom fashion, gaming merchandise is likely only getting stranger from here.

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Strategic Scents

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As soon as the release was announced, fans began speculating as to what Sega's ulterior motives may be. It's been confirmed that Sega and RGG Studios are working on Yakuza 8, and the company also recently filed a trademark for the title "Sonic Frontiers." It seems to be no coincidence that this strange fragrance line is specifically themed around those two franchises, respectively. Additionally, a Shenmue animated series is set to premiere on Crunchyroll in 2022.

The Shenmue scent is called "Tobacco and Gold" and is described as "rebellious and addictive," while Yakuza's is entitled "Bourbon and Smoke" and will supposedly "have you smelling like the Tojo clan's greatest crime boss!" Sonic's scent is the least intuitive of the bunch, called "Blue Blur" and is apparently a citrus fragrance, approved by "the speedy blue hedgehog himself." The November release of these colognes is also clearly no coincidence, demonstrated by the note that each scent would make a perfect holiday gift for any gamer. These colognes will likely sell well, due to their eye-catching (and somewhat silly) nature, whether as gag gifts or genuine presents. The virality of the announcement will also likely drive traffic to Sega's official shop, driving holiday sales revenue through the roof.

The World of Weird Merch

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Surprisingly, Sega didn't invent strange game-themed colognes. Capcom did it first, releasing Resident Evil cologne and perfume in 2017 with the initial product, "T-Virus Cologne." The fragrance was intended to smell like the virus itself, which is not something fans found particularly appealing. Xbox also targeted the personal care market in 2019, partnering with Unilever subsidiary Lynx to create Xbox-branded body wash, deodorant, and body spray. The gaming market and the luxury fragrance market aren't usually synonymous, but merchandise designers certainly want the two to be.

But the tactic of creating outlandish tie-in merchandise seems to actually work. Famously in 2014, preorders of Infamous: Second Son came with a game-themed condom, which had gamers around the world spreading the word, essentially marketing the upcoming release for free. Other viral products like BioWare's novelty Mass Effect body pillows made waves on the internet, and a ridiculous product description of a "Turian bad boy" still drives customers to the website (and occasionally to purchase) on a regular basis.

As the saying goes, no publicity is bad publicity, and some gaming merchandise designers and marketers seem to take that creed to heart. In the 21st century, anything that gets people talking, tweeting, and liking is only good for a brand, so fans should definitely expect more absurd — and sometimes irreverent — merchandise in the future.

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