Industry News


18 May - 2021

Important new partnerships for Pokémon as it celebrates its first 25 years

It’s a landmark year for global phenomenon Pokémon as the iconic evergreen brand celebrates its 25th anniversary in style. First launched in Japan in 1996, Pokémon has grown from its original two Game Boy™ titles, Pokémon Red and Pokémon Green, 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.

With its most dynamic and ambitious program yet to mark the 25th anniversary, it is teaming up with other iconic brands and world superstars to help fans celebrate the journey throughout 2021, with unique promotions, merchandise and activations planned for Pokémon animation, video games, mobile games and more.

Anniversary merchandise across games, toys and accessories is set for launch from Jazwares, Mattel, Scholastic, Funko, PowerA and The Wand Company.


P25 Music, is a year-long global celebration of Pokémon through the power of music. A partnership with Universal Music Group, the program is headlined by pop icon Katy Perry and also features rap superstar Post Malone and king of reggaeton J Balvin, who will each release a Pokémon-inspired song, accompanied by a video and exclusive merchandise collection. Some of the buzziest new artists from around the world will provide additional song collaborations, culminating in a celebratory year-end release, Pokémon 25: The Album, from UMG’s Capitol Records.


There are also exciting new video games coming this year. New Pokémon Snap arrived on Nintendo Switch on 30 April and sees players take on the role of a budding photographer to snap Pokémon in their natural habitat – the beautiful and varied Lental region.

Later in 2021 fans can enjoy Pokémon Brilliant Diamond and Pokémon Shining Pearl, two iconic Pokémon games from 2006, reimagined for Nintendo Switch with enhanced features. The games are set in Sinnoh region. In early 2022, fans will be able to explore the long-gone Sinnoh region of old in Pokémon Legends: Arceus, which promises an experience unlike anything Trainers have experienced before as they embark to create the region’s first Pokédex.


This year sees a host of exciting collaborations across consumer products, which kicked off in February with the launch of the Levi’s® x Pokémon collection and G-SHOCK’s new Pikachu-adorned BABY-G watch. Zara KIDS has also launched a new Pokémon-themed collection. Other global high street giants including H&M, Bershka and Pull&Bear have become regular partners launching new amazing lines each year.

For any further information: r.Ialongo@pokemon.com

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