Pokémon’s 25th Anniversary

Iconic evergreen brand Pokémon is celebrating its 25th anniversary in style

First launched in Japan in 1996, Pokémon has grown from its original two Game Boy™ titles into one of the most popular and successful entertainment properties in the world, encompassing video games, mobile apps, the Pokémon Trading Card Game (TCG), animation and movies, Play! Pokémon competitive events and licensed products.

Now firmly established as a true pop culture phenomenon with an enormous, loyal and multi-generational global fanbase, Pokémon remains vibrant, relevant and at the forefront of entertainment through regular exciting new releases for its core pillars, innovative collaborations and bold expansion into fresh areas.

In its most dynamic and ambitious program yet, Pokémon is teaming up with other iconic brands and global superstars to help fans celebrate the anniversary throughout the year with unique promotions, merchandise and activations.

P25 Music, is a year-long global celebration of Pokémon through the power of music. Headlined by pop icon Katy Perry and featuring some of the world’s biggest artists, it will create new songs, styles and pop-culture moments through the lens of Pokémon. A partnership with Universal Music Group, it culminates in a special digital release, Pokémon 25: The Album

New Pokémon Snap, the first exciting Nintendo Switch launch for 2021 was released on 30 April. Players take on the role of a budding Pokémon photographer to snap Pokémon in their natural habitat, the beautiful Lental region. Later in 2021 fans can enjoy Pokémon Brilliant Diamond and Pokémon Shining Pearl, faithful revitalisations of two iconic Pokémon games from 2006 reimagined with enhanced features.

This year also sees a host of exciting collaborations across consumer products, including Levi’s®, BABY-G and Zara KIDS, plus exclusive anniversary merchandise from Jazwares, Mattel, Scholastic, Funko, PowerA and The Wand Company as the celebrations continue throughout 2021.

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