Video game company’s iconic logo serves as motif for new treat from maker of edible Magikarp Pokémon.

In the mid ‘90s, Sega’s next-generation Saturn video game console hit store shelves ahead of its direct competitors, giving it a shot at dominating the industry. Alas, the Saturn fell flat, due to a mixture of a poorly marketed North American launch, lackluster system specs, and sparse game library. Once the PlayStation and Nintendo 64 were released, Sony and Nintendo quickly ate up Sega’s market share, starting a slide that would eventually see Sega flee from the console hardware business entirely.

For Sega fans, it’s a bitter time in the company’s history, but there’s now a sweeter way to devour Sega. Earlier this year, the Sega Taiyaki Japanese sweets shop opened in Tokyo’s Ikebukuro neighborhood, and as of this week, they’re selling a snack called the Sega Logo-yaki.

The unprecedented confectionary is made similarly to taiyaki, fish-shaped baked cakes filled with anko (sweet bean paste).

▼ Taiyaki

But instead of the traditional shape, the Sega Logo-yaki is styled like the company’s logo, with its instantly recognizable split-letter font.

▼ The soft, pancake-like treat is stuffed with your choice of anko or rich vanilla custard cream.

On the backside, you’ll find artistically rendered kanji characters reading “Souzou ha seimei,” or “Creation is life,” Sega’s mission statement.

If you’re wondering what Sega knows about making sweets, the answer is not a whole lot. The Sega Logo-yaki is guaranteed to taste delicious though, because Sega Taiyaki is actually a tie-up with immensely popular Yokohama-based taiyaki chain Kurikoan, who you may remember as the same company that sells the Magikarp Pokémon taiyaki.

Since taiyaki are cooked in a folding, waffle iron-like apparatus, Sega and Kurikoan had to design and manufacture an entirely new casting to create the Sega Logo-yaki, a process that took roughly six months. Nevertheless, the Sega Logo-yaki costs just 300 yen (US$2.70), and will be available until September 30.

Shop information
Sega Taiyaki / セガのたい焼き
Address: Tokyo-to, Toshima-ku, Higashi Ikebukuro, 1-21-1, 1st floor
東京都豊島区東池袋1-21-1 1F
Open 11 a.m.-11 p.m.
Website

Source: PR Times
Top image: PR Times
Insert images: PR Times, Sega Taiyaki, Wikipedia/Mapio, SoraNews24
[ Read in Japanese ]

Follow Casey on Twitter, where he desperately wants Kurikoan to open a Los Angeles branch.