Primark catches new Pokémon exclusive after new film fuels consumer demand

The Pokémon Company International has detailed a new collaboration with the global fashion retailer Primark for an exclusive range of women’s apparel, responding to growing consumer interest following the release of Pokémon Detective Pikachu.

Denim jackets, T-shirts, hoodies and sportswear created by urban lifestyle companies Difuzed and Global Brands Group, all featuring iconic Pokémon characters, are now available in Primark’s stores across the UK and Europe. The collection will be supported with a powerful campaign featuring a styled photo shoot, online support and branded point-of-sale displays.

Mathieu Galante, licensing director (EMEA) for The Pokémon Company International, said: “We are delighted to be collaborating with this important retailer at this tremendously exciting time for Pokémon. The eagerly awaited Pokémon Detective Pikachu film is creating even more interest in Pokémon apparel worldwide, and these fun and fashionable items look set to be a big hit with Pokémon’s many fans.”

Primark operates 371 stores in eleven countries: Republic of Ireland, the UK, Spain, Portugal, Germany, the Netherlands, Belgium, Austria, France, the US and Italy; and has over 75,000 employees.

First launched as a role-playing game for Nintendo’s Game Boy system in Japan in 1996, Pokémon has grown into one of the most popular entertainment properties in the world. In 2017, the brand brought in an impressive $3.7 billion.

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