The new Sega mascot Sega Shiro portrayed by Maito Fujioka.
If you were around when the Sega Saturn was a thing, then you will likely remember the mascot Segata Sanshiro beating up kids and party goers as a means to make them play the console. Well, now the mascot has somewhat returned in the form of Sega Shiro.
Before we get to that, it’s worth knowing that Segata Sanshiro was based on Sanshiro Sugata and was a pun that effectively meant “Play Sega Saturn”.
Portrayed by the Kamen Rider legend Hiroshi Fujioka, Segata Sanshiro quickly became a fan favorite and was in part responsible for turning around the fortunes of the Sega Saturn in Japan (shown below).
Fast forward to now and Sega Shiro is a similar type of character but actually portrayed Hiroshi Fujioka’s real-world son, Maito Fujioka.
Donning Segata Sanshiro’s famous judogi, Sega Shiro’s remit is more about helping people learn about Sega.
The premise of the new trailer (shown below) has various people asking “what’s next”, to which Sega Shiro appears and says “Sega Dayo!” or “It’s Sega!”.
When finally asked about his name, he breaks out into his new theme tune.
Whether Sega Shiro will end up throwing people around or putting them in headlocks like his father before him remains to be seen but for now, Sega has a new and very wholesome mascot to commemorate its 60th anniversary.
Read my Forbes blog here.