Pokémon

J.kellman@pokemon.com

Stand N180

Pokémon continues to soar after yet another successful year. With a dynamic and innovative programme of new releases, inventive collaborations and bold expansion, the brand continues to break records and gather awards. Pokémon has new plans in place for the coming year set to maintain its position as one of the most popular entertainment properties in the world.

Last year saw Pokémon win a slew of awards, and the brand saw a significant increase in sales across Europe for its Pokémon Trading Card Game (TCG) and toy ranges.

Posting its best-ever Circana (formally NPD) results, Pokémon retained No. 1 status in France, Belgium and the Netherlands while achieving its highest-ever annual position in the UK, Germany and Italy at No. 4. This growth was recognised by Circana, which awarded Pokémon three significant awards at Spielwarenmesse in Germany: Global Top Toy Property of the Year, plus Europe’s Top Gaining Property for both Total Toys and Games & Puzzles.

The success reflects the brand’s wide-ranging global appeal, attracting fans of all ages, genders and nationalities. To cater for all of its fans, Pokémon teams up with carefully selected partners to produce a broad range of toys, along with a host of other consumer product, which offers something for everyone.

Pokémon’s varied toy range is popular with kids and adults alike. Master toy partner Jazwares produces an award-winning toy line of which the latest favourites include Battle Figures, 8” Plush and the Clip and Go Belt Set. New for this summer are figures and plush featuring new Pokémon Quaxly, Fuecocco and Sprigatito plus a second wave of Pokémon Squishmallows featuring Togepi and Snorlax alongside the existing Sleeping Plush.

Mattel’s construction sets have built a devoted following and the company will be introducing more lines featuring the innovative Motion Brick to the Mega Construx range following the success of last year’s Motion Pikachu. The Mega Pokémon Motion Gyarados features animated movements like an opening mouth, flapping tail and pivoting neck, when activated by a hand-turned crank. With the Mega Pokémon Countryside Windmill, fans can watch Pikachu, Pidgey and Wooloo frolic around the countryside as they build the windmill and country environment, while Mega Pokémon Dragonite takes flight with its flapping wings.

More collectibles come from The Wand Company and Funko. The Wand Company continues to add new lines to its high-end expanding Poké Ball range – glowing spheres equipped with touch and proximity-sensing technology. Its latest release, the Dive Ball, goes on sale at retail in June following its exclusive release on the Pokémon Center in May. Funko’s growing collection of iconic Pop! Vinyl figures features a wide selection of favourite Pokémon with colourful and expressive character design.

Pokémon’s TCG continues to be hugely popular, boosted by its regular expansions. March’s Scarlet & Violet expansion, which followed the record-breaking launch of the Pokémon Scarlet & Violet Nintendo video games in late 2022, adopted an updated take on the Pokémon EX gameplay mechanic and introduced Tera Pokémon ex featuring unique etched artwork that spotlights their Tera Types. Scarlet & Violet—Paldea Evolved, which launches in June, introduces more Pokémon EX, and alternate art styles will also be introduced for certain rare cards, allowing Trainers to collect unique art cards that spotlight the Pokémon’s personality traits or Evolutions.

As well as in stores, the TCG can be found on the Pokémon Center website which offers fans an authentic collection of plush, clothing, home goods and accessories for all ages. Pokémon Center is inspired by the Pokémon video game, where Pokémon Centers are important destinations that help Trainers on their journey. In that tradition, physical Pokémon Centers were first introduced in Japan by The Pokémon Company and continue to thrive in a new online form in the UK and beyond.

Helping to drive the demand for product is the ever-popular Pokémon anime series. The 26th season, Pokémon Horizons: The Series, premieres around the world in 2023 and beyond. Set in a world full of mysteries and marvels, it tells of the journey of dual protagonists Liko, the girl with the awe-inspiring pendant, and Roy, the boy with the mysterious Poke Ball. Encountering many intriguing characters during their journey, including a group led by Friede and Captain Pikachu called the Rising Volt Tacklers, the duo explore new wonders and make fascinating discoveries about the Pokémon world.

Away from the toy market, Pokémon continues to attract high-quality partners across a diverse and numerous range of categories, including food and drink, homewares, stationery and soft furnishings. Pokémon has become a true fashion icon, with a growing list of impressive collaborations from high street to high end, mass market to catwalk including names such as Iceberg Junior, Balmain, Puma, Zara and H&M.

Supporting its products, the Pokémon Company International has a vibrant programme of activity at retail, ranging from simple provision of displays and SKUs to fun-filled event days in store such as its recent collaboration with ASDA in six of its major UK stores and full-blown takeovers, like its recent sixweek pop-up in Harrod’s toy department, a branded space which hosted activities and giveaways alongside a wide selection of Pokémon product.

Always looking for innovative and exciting new ways to connect Pokémon ever more closely to its huge and passionate fanbase, the Pokémon Company International welcomes visitors to its stand at Licensing Expo in Las Vegas to discuss potential opportunities.