Sega Fave is the Sega group company behind the amusement-prize business, the entity that develops and supplies the figures and plush that fill Japanese crane games. It carries the named prize brands, from Super Premium figures to the Luminasta line and the Fuwa Puchi plush family, consolidating Sega's prize and toy operations under one roof. Where Sega is a name fans know from games and arcades, Sega Fave is the part of the group that turns characters into the prizes those arcades hand out.