SEGA's teaming up with the People's Trust for Endangered Species in Britain to bring awareness of the decline of hedgehogs in the country.
To help bring awareness of the issue, SEGA's created a hedgehog road crossing in Twickenham, south-west London, to coincide with the release of Sonic Colours. They placed four of the critters in the cross walk, while a crossing guard stood by stopping traffic - wearing little shoes on top of it.
"Our hedgehogs had great fun ruling the roads for the day with the hedgehog crossing and it will hopefully encourage everyone to do their bit in helping the hedgehogs of Britain stick around for years to come," the hedgehogs' handler Trevor Smith told the Daily Mail.
Sega's Anna Downing said: "Hedgehogs are an intrinsic part of British wildlife and with Sonic the Hedgehog such an institution we thought he was the perfect figure to raise awareness of their plight."
The hedgehog is in significant decline in the UK, with it being estimated that there are 300K fewer in the country than a decade ago, with numbers falling by over a third. It is estimated that 50K of the nocturnal mammals dies on British roads every year, which could have the species listed as threatened within a few years.
In addition to roads, certain farming practices are also endangering the little fellas, with massive fields being plowed and causing a decline in its food source such as centipedes and slugs. Pesticides are taking a toll on them as well, as they eat the infected incests and perish due to digestive problems.
Sonic Colors is out Europe on November 12 and the US on November 16 for Wii and DS.