The Pokémon Company is taking over Harrods’ toy floor in 25th anniversary celebrations

The Pokémon Company International is taking over Harrods’ toy floor for a month-long activity built to celebrate the brand’s 25th anniversary this year.

From July 27th, Pokémon fans will find themselves immersed in a distinctive branded area in the iconic London department store, featuring digital screens and displays themed with 24 Pokémon characters from all eight of its regions, along with – of course – Pikachu.

Themed activities will enhance the experience through a range of Pokémon product across toys, the Pokémon Trading Card Game, stationery, and accessories.

Alongside toys from Jazwares distributed by Character Options, including popular lines Pokémon Carry Case Playset, My Partner Eevee and Snooze Action Snorlax, fans can find lamps from Teknofun, bespoke prints from GB EYE, collectables from Wand Company and bags, backpacks and wallets from Difuzed.

As well as the latest Pokémon TCG expansion, Shining Fates, fans can discover the unique board game Pokémon TCG Battle Academy.

Mathieu Galante, licensing director (EMEA) for The Pokémon Company International, said: “As consumers return to shops, we wanted to provide an uplifting Pokémon experience to thrill and excite Pokémon’s many fans of all ages, so we are delighted to be returning to Harrods’ iconic store for a special 25th anniversary pop-up.

“Our previous collaborations have been hugely successful, and we hope that Pokémon fans old and new find something to inspire them over the coming month.”

The pop-up continues the collaboration between Pokémon and Harrods following two previous month-long promotions at the store: in May 2019 to promote the launch of the hit live-action movie POKÉMON Detective Pikachu, and in February last year for the launch of the latest video games, Pokémon Sword and Pokémon Shield, which became the fastest-selling Nintendo Switch titles ever.

BlackMilk Clothing celebrates 25 years of Pokémon with second wave clothing collection

The clothing specialist, BlackMilk is celebrating the 25th anniversary of Pokémon this year with a second collection of clothing featuring some of the franchise’s best-loved characters.

The new range launches following the success of its first ‘hugely popular’ Pokémon collection, released back in June 2020, that went on to prompt a restocking of the entire collection due to customer demand. It was only inevitable that BlackMilk would be looking to emulate the success with a new selection in the brand’s anniversary year.

Pokémon fans will be able to shop from a range of nearly 50 pieces featuring BlackMilk’s signature bold prints as well as specially designed Pokémon-themed fabrics. As Pokémon celebrates its 25th anniversary this year, the new Pokémon collection from BlackMilk will feature the iconic Pikachu, the first partner Pokémon from the various regions in the Pokémon universe, and other fan favourites such as Eevee, Snorlax, Psyduck, and Jigglypuff. 

The collection will be available to shop online via BlackMilk Clothing’s website from 7am (AEST), March 2nd 2021.

Just this week, The Pokémon Company cited significant increases in sales of its Trading Card Game and Jazwares toy line over the course of 2020, driven by a surging popularity of the 25 year old entertainment franchise. Licensing partners of The Pokémon Company, including the likes of board gaming giant Asmodee, have earmarked the year ahead as the year for Pokémon, as the brand continues to roll out anniversary-focused products and partnerships.

The Pokémon Company celebrates ‘significant increase in sales’ of TCG and Jazwares toy line

The Pokémon Company is celebrating a ‘significant increase in sales’ of its Pokémon Trading Card Game and extensive toy range from Jazwares across the European markets, despite all of the challenges that retail has faced at the hands of the Coronavirus.

According to figures recorded by the NPD Group Toys retail tracking service, sales figures increased in the UK, France, Germany, and Benelux during 2020 for the Pokémon TCG and toys from Jazwares. Year-on-year sales for Pokémon continue to outperform the market trend—a regular achievement for the brand in recent years.

Pokémon was the number one NPD toy property in France up to week 49 in 2020, finishing the year in third place overall with a total growth of seven per cent.

Remaining the number one Strategic Trading Card property in Europe, according to NPD, Pokémon sales continued to rise in key territories with YOY growth of 15 per cent in the United Kingdom, six per cent in France, and 28 per cent in Benelux.

According to TPCi’s own EPOS tracking service, which began in Germany four years ago, 2020 registered the best like-for-like retailer sales since tracking began, and Q4 was up a staggering 319 per cent against the same period in 2018.

Meanwhile, Jazwares launched an extended range of new products for 2020 which proved popular among kids and fans, and resulted in a 36 per cent uplift in sales across Europe. Its Advent calendar sold out well before the start of December, and the Pokémon Carry Case Playset sold out in the UK.

Also new for 2020 was the launch of  Pokémon TCG Battle Academy, the first board game adaptation of the TCG, combining strategic Pokémon TCG gameplay within a classic family game experience.

Battle Academy won the Best Game category in the 2021 US Toy of the Year Awards.

Mathieu Galante, licensing director EMEA for The Pokémon Company International, said: “In what has been an extremely challenging year for retail, we are delighted that Pokémon has performed so strongly and helped to provide a welcome diversion and entertainment.

“Appetite continues to grow for our innovative range of best-in-class products, reflecting Pokémon’s widespread appeal and innovation which keeps it fresh, relevant and in-demand. 2021 is our 25th anniversary, and we have a whole host of exciting celebratory plans in place for this landmark year.”

Simon Benton, VP Pokémon TCG Sales Europe, added: “Pokémon TCG sales were beyond expectations in 2020, with four significant markets enjoying their best-ever years. Our hugely popular Pokémon TCG: Sword & Shield Series expansions maintained a high profile throughout the year. The launch of the Battle Academy board game brought an added new dimension to Pokémon’s TCG appeal.

“2021 is off to a fast start despite European retail lockdowns, with January EPOS sales figures higher than any we’ve seen before. The recently launched and highly anticipated Shining Fates expansion, featuring 100 all-important Shiny cards, is set to be another big hit; we’ve already had to instigate reprints to keep up with the huge demand at preorder.

“It’s a great start to what’s set to be an exciting year of special promotions and activity to celebrate Pokémon’s 25th anniversary.”

Pokémon was first launched in Japan in 1996 as a role-playing game for Nintendo’s Game Boy system and reached the United States and Europe in 1998-99. It has since grown into one of the most popular entertainment properties in the world, encompassing video games, the Pokémon Trading Card Game, mobile games and apps, animation and movies, Play! Pokémon competitive events, and licensed products.

It is one of the most successful video game franchises of all time with more than 368 million video games sold worldwide. In addition, more than 22 billion TCG cards have been shipped to 77 countries in 13 languages, while the mobile game sensation Pokémon GO has received more than one billion downloads globally since launch in 2016.

More than 1,000 episodes of the animated TV series span 23 seasons, licensed for broadcast in 176 countries and regions in more than 30 languages.

Pokémon and Post Malone to host virtual music concert as part of the brand’s 25th anniversary celebrations

Pokémon has unveiled plans for a virtual music concert celebrating its 25th anniversary with the help of the headline act and Pokémon fan, Post Malone.

Taking place on February 27th – or Pokémon Day to the real fans – the event will take the form of an online party for all fans of music and Pokémon around the world. The virtual music concert will serve as the launch activation for the franchise’s year-long P25 Music programme – an initiative that has seen Pokémon team up with Universal Music Group to bring a host of music surprises to 2021.

As part of the P25 Music programme, Pokémon revealed last month that Katy Perry had been secured as its premier artist.

“I’ve been a Pokémon fan for a long time, so the opportunity to headline the Pokémon Day concert celebrating 25 years is awesome,” said Post Malone.

The concert will be free to view on the official Pokémon YouTube channel, Pokémon’s official Twitch channel, and on Pokémon’s 25th anniversary website beginning at 7:00 p.m. EST / 4:00 p.m. PST on February 27 (0:00 a.m. GMT on February 28) .

Pokémon will unveil more P25 Music details at the end of the concert, so fans will want to tune in for more upcoming collaboration surprises.

The pop-culture brand broke the news with help from headliner and Pokémon fan Post Malone in the video below.


In anticipation of the concert, The Pokémon Company International will host several celebratory activations across the brand in the week leading up to the virtual music event. In addition to the previously announced Pokémon GO Tour: Kanto event on Saturday, February 20, The Pokémon Company International will distribute a special password on February 25 for players of the Pokémon video game franchise to add a special Pikachu to their Pokémon Sword and Pokémon Shield games.

In keeping with the music theme for the year, this Pikachu knows the move Sing, which it can’t ordinarily learn. On February 27, fans can tune in to Pokémon TV, either on the web or by downloading the app, for a curated selection of music-themed episodes of the popular Pokémon animated series as they prepare for the big Pokémon Day concert with Post Malone in the evening. Fans can expect more announcements that week from across the franchise.

Levi’s celebrates 25th anniversary of Pokémon with ’90s inspired clothing collection

Celebrating the 25th anniversary of one of the biggest anime entertainment franchises of all time, the international fashion brand Levi’s has partnered with the Pokémon Company to launch a 90s-inspired Levi’s x Pokémon collection 

Inspired by the first season of the original Pokémon animated series, the collection includes a range of Levi’s denim, tops, bottoms, fleece, tees, and accessories all of which feature graphics and prints of both the popular characters and the woodland settings of the Kanto region.

Notable pieces include the ’90s style Vintage Fit Trucker Jacket and 551 Z Authentic Straight jean in stonewash indigo, both featuring oversized embroidered Pikachu and lightning bolt patches for the Electric-type Pokémon.

“It’s so fun to hear people talk about their love of Pokémon. Everyone has their favorite. So the fact that we had this  ability to play and create with so many iconic Pokémon and characters, was really a special experience,” said Karyn Hillman, chief product officer at Levi Strauss & Co.

“It’s such  a thoughtful collection that respects and celebrates the  world of Pokémon, and it was so cool mixing our icons  and history with theirs – it’s nostalgic and optimistic, with  a little bit of escapism.”

Amy Sachtleben, direcotr of licensing at The Pokémon Company International, added: “In its 25th anniversary year, the Pokémon brand  is celebrating its enduring legacy in pop culture  with fans around the world. Our friends at Levi’s have developed a collection featuring icons of the  franchise that blends the spirit of the era when Pokémon first launched with the style sensibilities of today in a way only Levi’s could.

“This has been a  tremendously fun collaboration with Levi’s® to look  back at Pokémon’s origins and offer fans who grew  up with the brand and today’s trendsetters a way to  infuse cute and clever Pokémon nostalgia into their  style.”

Also included is a range of graphic tees that features  throwback character art, such as Ash, Misty and Pokémon from that classic first season. And, for  fans of Misty, there’s even the Levi’s Misty Short and Misty Tank, an homage to the iconic outfit she  wears in the series. 

Accessories and sundries also get the Pokémon treatment, like a red and white trucker hat similar to the hat worn by Ash Ketchum in the series. Or the Pikachu knit beanie with yellow three dimensional Pikachu ears.

There’s also an all over floral Pokémon print gym bag, a Poké Ball crossbody bag and clip-on pouches with Pokémon characters embroidered on the front. And, on the sundries, the collection features Pokémon branding  on Levi’s back patches, Red Tabs that mimic red and white Poké Balls, and buttons stamped with  Pikachu and Poké Balls. 

The Levi’s x Pokémon collection will be available worldwide on, the Levi’s App, in Levi’s stores, and in select wholesalers on 15th February 2021. 

The Pokémon Company extends Casio partnership for new BABY-G women’s watch

The Pokémon Company and the international watchmaker, Casio have expanded on a collaborative partnership to welcome the fan-favourite Pokémon, Pikachu to the firm’s popular line-up of BABY-G women’s watches.

The latest collaboration follows on from the success of a partnership established last year that celebrated BABY-G’s 25th anniversary. The latest partnership will introduce an analog-digital watch with an outdoor theme, representing the active image of the BABY-G brand.

The band of the watch model – BA110PKC-4A – showcases a camouflage pattern and female Pikachu with a heart-shaped tail.

The Pikachu design is also infused with subtle details like the silhouette of the pink tail on the strap keeper and the Pikachu image etched on the case back. The hour and minute hands also evoke the face of Pikachu, a playful touch that will delight the wearer whenever they check the time.

As part of the release, BABY-G has unveiled a special landing page taking consumers through the features, which can be accessed here.

In addition to special packaging inspired by the Poké Ball, the BA110PKC-4A also comes equipped with Casio’s G-SHOCK technology including.

The BA110PKC-4A will retail for $150/£139/€149 and be available for purchase this February at select retailers, the G-SHOCK Soho Store NYC, and

Pokémon celebrates 25 years with toy collabs, new content, and a music programme led by Katy Perry

The Pokémon Company International is celebrating its milestone 25th anniversary with a wide-ranging raft of new partnerships, product roll-outs, and activations that includes special anniversary merchandise from licensees such as Jazwares, Mattel, Funko, and The Wand Company.

New product from its portfolio of global partners will coincide with landmark partnerships and the franchise’s first venture into the music business that sees the firm team up with Universal Music Group to work with some of the biggest artists in the space to launch its project P25 Music.

Pop icon, Katy Perry, has been revealed as a premier collaborator on the new year-long music campaign that aims to celebrate the multi-media appeal that Pokémon has wielded since its launch in 1996.

The star-studded program will accompany fan-focused activations celebrating 25 years of Pokémon across the franchise’s portfolio of video games, mobile apps, animation, merchandise and more.

“Pokémon has been a constant in my life from playing the original video games on my Game Boy, to trading Pokémon Trading Card Game cards at lunch, to the adventures of catching Pokémon on the street with Pokémon GO,” said Katy Perry. “It is an honour to be chosen to help celebrate a franchise that has given me so much joy in the last 25 years, and to be able to watch it evolve in the ways it has provided that kind of electric joy for the kids in my life and around the world.”

Further details about Katy Perry’s participation, additional artist surprises, and more about the P25 Music programme will be announced throughout the year.

Meanwhile, and tapping into the concept of exploration of new worlds that has been at the heart of the Pokémon video game franchise since its launch in 1996, The Pokémon Company International is inviting fans to relive journey’s through the regions of the Pokémon world via a new website launch that will serve as the hub for all fan celebration activities as they are announced.

Building on its programme of collaborations for the year ahead, however, and The Pokémon Company International is partnering with the likes of Build-A-Bear Workshop, Levi’s, McDonald’s and more, while fans can expect special anniversary merchandise from partners including Jazwares, Scholastic, Mattel, Funko, Power A, and The Wand Company.

Additional partners and the means in which they will celebrate the milestone anniversary this year will be detailed throughout the year.

Of course, the celebrations wouldn’t be complete without fanfare for the cornerstone of the Pokémon brand, so The Pokémon Trading Card Game will be launching a special 25th anniversary-themed collection of Pokémon Trading Card Game cards later on in the year.

In the meantime, fans will be able to collect over-sized cards featuring Pikachu and first partner Pokémon from the various regions featured in the franchise.

According to The Pokémon Company International, the details revealed today ‘are a glimpse into what the world can expect from Pokémon in 2021.’ With 25th anniversary activations planned for Pokémon animation, video games, mobile games, and more, “fans have a year full of new journeys ahead.”

Pokémon partners with The Wand Company to launch the first Poké Ball Replica Series

The Pokémon Company International has teamed up with The Wand Company to release the first die-cast Poké Ball Replica Series, giving fans the chance to collect premium replicas of the iconic Poké Ball, Great Ball, Ultra Ball, and Premier Ball.

Equipped with proximity-sensing technology, each of the die-cast replica’s buttons glows when it senses motion. Pressing the button changes the light colour or starts a Pokémon-catching illumination sequence. Each Poké Ball also comes with a presentation case and a polished stainless steel ring.

Fan can also enjoy the multi-coloured lights when opening the lid of the case, which can be controlled through a touch-sensitive metal plaque on the front of the case.

“The Poké Ball is an iconic part of the Pokémon franchise, and we are thrilled to work with The Wand Company to re-create the Poké Ball as a high-quality collectible for our fans,” said Amy Sachtleben, director of licensing at The Pokémon Company International.

“The Wand Company is known for its innovative designs and world-class manufacturing, making them the perfect partner to bring this vision to life.”

Chris Barnardo, CEO of The Wand Company, added: “Working on such an iconic property as Pokémon is the fulfillment of a lifelong dream for The Wand Company team. It’s been such an exciting development and we look forward to sharing our gorgeous Poké Ball series with fans everywhere.”

To highlight the launch, the classic Poké Ball version was prominently featured in Pokémon’s appearance in the Macy’s Thanksgiving Day Parade. Flanked by a troupe of dancing Pikachu, a Pokémon Trainer triumphantly held up the Poké Ball for millions of fans around the world to see.

As the first to launch in the series, the Poké Ball replica is available for preorder starting today via Amazon and other participating retailers around the world, and products will ship to preorder customers to arrive on Pokémon Day, February 27, 2021.

Products will be available at, Zavvi, Forbidden Planet, and Yellow Octopus, among other retailers.

Pokémon Shirts teams with Newsed to re-purpose fabric waste as pop culture keychains

The pop culture apparel specialist, Original Stitch and its Pokémon-centric brand, Pokémon Shirts has kick-started a new initiative to re-purpose and create a collection of Pokémon keychains from fabric remnants left in the creating and tailoring process of its popular line of clothing.

As part of the initiative, the first 2,000 customers who now purchase a Pokémon Shirt will receive a specialty re-purposed acrylic keychain as a gift. These keychains are made from the fabric cut offs created when tailoring one of Pokémon Shirts’ shirts out of a roll of fabric.

Pokémon Shirts are made to order and are already manufactured with the consideration of creating as little waste as possible. Original Stitch is also collaborating with The Pokémon Company to release a documentary film featuring the process of designing, fabric printing, and tailoring its customisable shirts, featuring unique prints of hundreds of Pokémon.

The documentary will feature interviews with Pokémon Shirts craftspeople involved in the manufacturing process, allowing fans to see how their shirts are made after placing their order online. There will also be a Newsed edition, which details how the fabric remnants from the tailoring prcess are re-purposed into keychains.

Newsed is the up-cycle brand at the centre of the re-purposed keytchain initiative. The firm’s ethos is centered on the concept of “reviving something into a new thing by looking at the old item with a new perspective, rather than labeling it as scrap and creating waste”.

Pokémon Shirts is a company providing customization options for button-up shirts, Hawaiian style shirts and polos that combine all 251 types of original printed fabrics (Pokémon that appear in Pokémon Red/Green and Pokémon Gold/Silver) or plain fabrics.

Funko to launch Pokemon Pop! vinyls to European market for the first time

The global purveyors of pop culture, Funko has detailed what it bills a ‘monumental partnership’ for the first time in the history of the company’s European division, partnering with the Pokemon Company International to launch a Pokemon collection of Pop! Vinyl figures to the region from this October.

Pokémon, the Japanese phenomenon is one of the world’s largest entertainment franchises and has been for over 20 years. The Pokémon family of products includes video games, trading card games, an animated TV series, movies and consumer products loved the world over.

The hugely anticipated collaboration will kick off with Pikachu and Bulbasaur Pop! Vinyl figures from October, with further additions to follow in 2021. The first collection of figures will consist of a Pikachu 4” Pop! Vinyl, a Pikachu 10” Pop! Vinyl, a Bulbasaur 4” Pop! Vinyl and a Bulbasaur 10” Pop! Vinyl.

Andy Oddie, managing director of Funko (EMEA), said: “One of the most exciting new opportunities for Funko this side of the Atlantic, we are beyond delighted to bring the Pokémon Pop! Vinyl line to life for our European fans. This is just the beginning, watch this space.”

Mathieu Galante, licensing director at The Pokémon Company International (EMEA), added: “Both Pokémon and Funko are iconic pop culture brands and as such are thrilled that this collaboration will, for the first time, provide fans across Europe the opportunity to add a new dimension to their Pokémon experience.”

The Pikachu and Bulbasaur Pop! Vinyl figureswill be available to purchase from October from leading European retailers; Smyths Toys Superstores (UK & Ireland), Toys Center (Italy), Fnac (France), Müller (Germany), Salling Group – Bilka BR and Føtex (Nordics) and El Corte Inglés (Spain).