LEGO Brick Hill Zone in Sonic Speed Simulator (Roblox)

Objective

LEGO and SEGA aimed to co-promote the new LEGO Sonic the Hedgehog product line and deepen engagement on Sonic Speed Simulator, Roblox's top-performing branded game with 1.2 billion visits since April 2022. The four-week crossover targeted both LEGO and Sonic fan bases by leveraging two globally recognized brands within a high-traffic platform.

Solution

A four-week limited-time event running throughout August 2025, introduced a new LEGO Brick Hill Zone that merged Sonic's Green Hill Zone aesthetic with LEGO's iconic brick style. Players completed staggered weekly missions including hidden brick hunts, rail grinding, structure building, LEGO Badnik combat, and mech piloting (Team Sonic Command Truck and Dr. Eggman's Egg Crusher). Progression unlocked five minifigure rewards (Sonic, Tails, Shadow, Metal Sonic, and Knuckles), mech variants, and alternate color cosmetics. The event used a phased content rollout beginning August 9 to sustain engagement across four weeks on the Roblox platform.

Results

Not published.