Have you ever had taiyaki? It's a classic Japanese fish-shaped snack typically filled with sweet red bean paste or custard cream. Sega now has its own taiyaki stand in Tokyo.
The stall is called "Sega no Taiyaki" (Sega's Taiyaki) and is operated by taiyaki maker Kurikoan, so it's bound to taste good. Currently, there are five different fillings available.
You're probably wondering where is the Sonic-shaped taiyaki. I am, too!
＼ セガのたい焼き ／
本日セガ池袋GiGO の1 階にオープン！
— セガ公式アカウント (@SEGA_OFFICIAL) March 29, 2018
Sega says that there are future taiyaki tie-ins anime, different characters and whatnot. Oh goodie.