Another record-breaking year for Pokémon universe

Iconic evergreen brand Pokémon is enjoying yet another sensational year as it continues to ride high at the vanguard of entertainment.?

With a dynamic programme of activity across Europe ongoing across autumn/winter, the spectacular success of the world’s largest single property looks set to continue apace.

The innovation and creativity at the heart of this global phenomenon keeps it fresh and relevant, thrilling its existing fans and winning ever more new ones across all demographics worldwide. And there are many more treats in store for them with further exciting new releases, collaborations, promotions and events on the horizon to keep Pokémon centre stage.?

The Pokémon Company International ’s superb range of toys offers something for everyone across diverse lines and price points. Jazwares, LLC ’ award-winning toy line continues to flourish, and this year has added a host of new characters to its range of plush, articulated figures and adorable Squishmallows. And just launched in key European territories including Italy (distributed by Reitoys), the UK and Germany is the innovative Battle Spinners game, where trainers can spin, launch and battle with their chosen Pokémon character spinner. The Arena Set comes with Pikachu and Mew Battle Spinners, with more characters sold separately.

More exciting new games for Pokémon fans to play include Ravensburger ’s Labyrinth Glow in the Dark board game, featuring a magic board and mysterious Pokémon that can only be seen in the dark; and Mattel are offering fun beyond words with the brand-new Scrabble Pokémon 2-in-1 Game, an exciting spin on the iconic word game that combines the classic board gameplay with the adventurous spirit of Pokémon battles.

Mattel, Inc. are also adding new characters to their Mega Pokémon range across their Adventure Builder and mechanised Motion lines, and Funko too have launched more than 20 new characters in their fabulous line of Pop! collectibles. In addition, The Wand Company’s popular range of Die-Cast Poké Ball Replicas is also expanding, adding five Mini Poké Ball Replicas across 2024 plus a fabulous new full-size offering, the Beast Ball Replica, in October.

The hugely popular Pokémon Trading Card Game continues to be a bestseller, helped by dynamic new expansions. Launching in September, Scarlet & Violet—Stellar Crown enables players to immerse themselves in the Terastal phenomenon with the introduction of Stellar Tera Pokémon ex to the Pokémon TCG; and later in the year Scarlet & Violet—Surging Sparks features powerful Dragon-type Pokémon.

And there will soon be a fun new way to enjoy the Pokémon TCG with the launch of the free-to-start Pokémon Trading Card Game Pocket app for iOS and Android devices.?

Pokéween celebrations for this year’s spooky season have just launched, with a new collection of eerie-sistable Halloween products from Pokémon Center including apparel, home décor, tableware and accessories.

A busy year for promotions included a Europe-wide campaign with Actimel that saw 23 different Pokémon colourfully adorning bottles of its yoghurt drinks. The promotion is still active in the Nordics & Baltics, CEE, Germany, the UK and Ireland and Italy.

Also in Italy, where the brand has seen a remarkable 68 per cent growth year-on-year and the second strongest growth among top 15 properties*, Pokémon continues its partnership with Estathe, part of the Ferrero group.

Another Italian renewal sees Pokémon continuing its successful partnership with leading Italian streetwear brand Dolly Noire . An exciting new collection of apparel and accessories, including shirts, jumpers and socks, is set to launch in 2025. Also next year, a new MANGO collection is set for the AW season.

Pokémon continues to be a fashion icon and further collaborations include a new partnership with British lifestyle fashion brand Skinnydip London , launched in August with a special store takeover. Their largest ever collection as part of a collaboration, it features almost 200 pieces across tech, apparel and accessories.

Pokémon’s DTR partnership with C&A continues to excel. A summer in-store and digital marketing campaign included 700 window displays and POS across Europe, with 50,000 free Pokémon sun visors given-away in Germany alone.

Also in Germany, Deichmann ran an in-store and digital marketing campaign across the summer holidays to support Pokémon’s European footwear partner Leomil, which included free TCG fun packs with purchases across 1,400 stores and a sweepstake prize.

And anticipation is already ramping up for the worldwide release next year of an ambitious new entry to the Pokémon video game series, Pokémon Legends: Z-A, exclusive to Nintendo Switch. With more vibrant activity planned throughout 2025, providing ever more exciting and innovative opportunities for fans to interact with the brand, Pokémon is set to continue riding high at the cutting edge of popular culture.

*(source: Circana Retail Tracking)