The Pokémon Company International tells Licensing.biz readers everything there is to know about how the property’s licensing plans continue to drive fan awareness and engagement both in and out of the home.
Pokémon remains at the forefront of pop culture and mainstream media through a vibrant programme of activity across its many pillars – video games, mobile apps, the Pokémon Trading Card Game (TCG), animation and movies, Play! Pokémon competitive events and licensed products.
Pokémon is renowned for its bold collaborations across a fantastic and varied range of categories from both the mass and luxury markets, bringing the brand to life through apparel and accessories available worldwide.
Recent innovative examples include exciting collections from Balmain, Puma and Converse, while Pokémon is stepping out again with footwear specialists Clarks for a third drop, launching in December. This four-piece adult collection’s playfully retro aesthetic celebrates Pokémon nostalgia, with bright colourways referencing the Kanto first partner Pokémon, pixelated Pokéball motifs and Pokédex numbers on the heel. The Pokémon x Clarks collection took home the Best Licensed Children’s Apparel or Accessories Range at the Licensing Awards 2023.
Buoyant sales have been supported by a strong programme of creative retail activations, including takeovers, special events and vibrant store displays. Continuing its hugely successful partnership with Harrods, Pokémon returned to the world-famous store in February for six weeks of dynamic fun, with a branded space on the toy floor offering a rich assortment of themed activities plus a fabulous selection of products. Pokémon also hit the road for its first-ever bus tour, visiting Smyths stores with a variety of exciting activities including face-painting, a colouring wall, giveaways and Pikachu appearances.
New events and experiences across Pokémon’s gaming titles boosted its success further. The first adventure in The Hidden Treasure of Area Zero, the new DLC for the hugely successful next-generation video games Pokémon Scarlet and Pokémon Violet, launched in September, with Part 2: The Indigo Disk due next spring.
New video game Detective Pikachu Returns launched exclusively for Nintendo Switch in October, while Pokémon Sleep, the sleep tracker app that turns sleep into entertainment, launched in Europe in July. New updates and experiences were also revealed for popular Pokémon mobile games Pokémon Unite, Go, Masters Ex and Café ReMix.
The market-leading Pokémon TCG keeps demand strong through exciting new expansions. November’s Scarlet & Violet – Paradox Rift, inspired by the Paradox Pokémon from the Pokémon Scarlet and Violet VGs, introduces Ancient and Future Pokémon and Trainer cards. It follows June’s Paldea Evolved and August’s Obsidian Flames, which introduced type-shifted Tera Pokémon ex.
Pokémon animation continues to offer enticing new content. The iconic original animated series gears up for, Pokémon Horizons; and brand-new Netflix series Pokémon Concierge, featuring innovative stop-motion animation, expands the Pokémon world with a new storyline. Available now on the official Pokémon YouTube channel are Pokémon: Path to the Peak, following Ava and Oddish on their quest for success in competitive TGC play; and Pokémon: Paldean Winds, which brings the Paldea region to life in an all-new way.
The new generation of characters from Pokémon Scarlet and Pokémon Violet, including the Paldea Starter Pokémon Quaxly, Fuecoco and Sprigatito, are already hugely popular and are now available in huggable 8’’ plush and 2” figures.
Long term partners such as master toy partner Jazwares – which recently launched its biggest ever Pokémon range – Mattel, Funko, Ravensburger, Aykroyds, Fashion UK, and Character World bring the global community a plethora of sought after products across multiple categories.
With innovative new products, further creative collaborations and more dynamic activity forthcoming for 2024, Pokémon looks set to continue leading the way in entertainment.
