LEGO Sonic Dashes Into Sega's Sonic Speed Simulator on Roblox

The Lego Group brings three weeks of challenges, quests, and exclusive rewards to SEGA's Sonic Speed Simulator starting August 9, 2025.

BURBANK, CALIF. – August 1, 2025 – SEGA of America, Inc., The Lego Group, and Gamefam are teaming up to bring LEGO® Sonic the Hedgehog into SEGA's Sonic Speed Simulator on Roblox. This limited-time special event gives players the chance to participate in challenges and quests while earning exclusive in-game rewards inspired by LEGO® Sonic the Hedgehog products and Sonic Speed Simulator gameplay.

Explore the New LEGO® Brick Hill Zone
The event introduces the all-new, limited-time LEGO® Brick Hill Zone, a vibrant world that combines Sonic's iconic Green Hill Zone aesthetic with The Lego Group's signature brick style. Players can interact with gameplay elements such as the Team Sonic Command Truck and Dr. Eggman's Egg Crusher Mech, featuring animations and minigame events. Fans can look forward to interactive missions capturing the speed and thrill expected from Sonic the Hedgehog.

Four Weeks of Exciting Content
This special event runs for four weeks throughout August 2025, featuring new challenges and unlockable rewards each week:

*Week 1 (August 2, 2025):
Work to collect LEGO® bricks hidden throughout Sonic Speed Simulator to unlock the portal to the event.

*Week 2 (August 9, 2025):
Explore LEGO® Brick Hill Zone, collect LEGO Rings, grind on rails, find Golden Bricks, build LEGO structures, defeat LEGO Badniks, and more to complete tasks. Progressing missions unlocks exclusive rewards such as the LEGO Sonic Minifigure and LEGO Tails Minifigure.

*Week 3 (August 16, 2025):
Help LEGO Shadow take control of Dr. Eggman's Egg Crusher Mech during the Shadow Revenge Event to use it against Dr. Eggman's evil forces. Once players unlock the Egg Crusher Mech, they can take on the Time Attack challenge mode offering fast, replayable challenges testing player's skill, speed, and strategy. Rewards for the week include Dr. Eggman's Mech, LEGO Shadow Minifigure, LEGO Metal Sonic Minifigure, and alternate Mech Suit color variants.

*Week 4 (August 23, 2025):
Join the Team Sonic Event, where players can embark on a rescue mission using the Team Sonic Command Truck ATV to locate scattered LEGO animals across the LEGO® Brick Hill Zone. Rewards for the week include LEGO Knuckles Minifigure and Knuckles Guardian Mech.

Sonic Speed Simulator, developed by Gamefam in partnership with SEGA, is the top-performing branded game on Roblox, with more than 1.2 billion visits since its launch in April 2022. This makes it an ideal platform for a collaboration with The LEGO® Group, bringing together two globally recognized brands in an exciting crossover event. Join the LEGO Sonic the Hedgehog adventure in SEGA's Sonic Speed Simulator on Roblox starting August 9, 2025, and discover the excitement in LEGO® Brick Hill Zone with weekly content and events crafted for LEGO and Sonic fans alike.

To stay current on Sonic the Hedgehog news, follow Sonic on X, Instagram, and TikTok, like him on Facebook, and subscribe to the Twitch channel and the YouTube channel.

About SEGA of America, Inc.
SEGA of America, Inc. is the American arm of Tokyo, Japan-based SEGA CORPORATION, a worldwide leader in interactive entertainment. Established in 1986, SEGA of America publishes innovative experiences for console, PC, mobile and other emerging platforms. SEGA is the first publisher to rank #1 three separate times (2016, 2020, and 2024) in Metacritic's Game Publisher Rankings. Its globally beloved franchises include Sonic the Hedgehog, Total War™, Like a Dragon™, Football Manager™, Virtua Fighter™, and Crazy Taxi™, along with Atlus' Persona™ series and the critically acclaimed new IP, Metaphor: ReFantazio™. The company is also expanding its transmedia strategy, with numerous film and TV projects underway across multiple franchises. SEGA of America has offices in Irvine and Burbank, California. Visit www.Sega.com.

ⒸSEGA. All rights reserved. SEGA is registered in the U.S. Patent and Trademark Office. SEGA, the SEGA logo, SONIC THE HEDGEHOG and SONIC SPEED SIMULATOR are registered trademarks or trademarks of SEGA CORPORATION. All other trademarks, logos and copyrights are property of their respective owners.

About The Lego Group
The Lego Group's mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The Lego Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”.

Today, The Lego Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com

About Gamefam
Gamefam is the leading metaverse media company for Gen Z and Alpha communities. Pairing expert brand strategists with world-class developers, Gamefam successfully delivers strategies for its brand and IP partners through an industry-leading network of games across Roblox, Fortnite and other platforms, driving reach and scale with 360-degree amplification programs informed by proprietary insights and measurement solutions. Established in 2019 as the first professional Roblox developer, Gamefam has now become the largest and most successful metaverse media company, with 35 billion lifetime visits and 11 million average daily visits across its 50+ live-operated game portfolio on Roblox, Fortnite and other platforms. Gamefam has delivered winning metaverse strategies, games and campaigns with top IP partners including Paramount, Warner Music Group, the NFL, Netflix, Mattel, Sony, Sega, Samsung and Crunchyroll. The company successfully created four of the top 15 brand games on Roblox of all time; three of the top five Roblox concerts of all time; and the first-ever brand integration into a Fortnite game. Gamefam's top IP-based and original franchises include Sonic Speed Simulator, Twilight Daycare, Barbie DreamHouse Tycoon, SpongeBob Simulator, Deadpines: Zombie Survival, Obby But on a Bike HD, Super League Soccer and Car Dealership Tycoon. Gamefam has been honored by Great Place to Work®, Inc. 5000, Fast Company's Most Innovative Companies, LinkedIn's Top Startups, The Clio Awards, The Webby Awards and more. For more information, visit www.gamefam.com.