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

Posted on 14th January 2021 by Sam Giltrow

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

Posted on 1st December 2020 by Sam Giltrow

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 Sideshow.com, Zavvi, Forbidden Planet, and Yellow Octopus, among other retailers.

The Pokémon Company marks first Zavvi partnership with new capsule collection for the online retailer

Posted on 23rd November 2020 by Sam Giltrow

The Pokémon Company International is partnering with the online retailer Zavvi to launch a special European Pokémon capsule collection across adult apparel, footwear and accessories.

Launching on November 30th, the collection marks the first collaboration between the two, with a range that comprises 19 items including sweatshirts, T-shirts and hoodies featuring iconic images from a selection of the original 151 Pokémon.

Fan favourites such as Pikachu, Squirtle, Jigglypuff and Bulbasaur adorn the range, which mixes black and white tonal designs with bright pops of colour. Prices range from £20 – £60 or €22 – €67 and the collection is available exclusively online at Zavvi.com.

Strong support for the launch includes a Zavvi homepage takeover, influencer gifting, a social media campaign and a marketing push with a dedicated photoshoot.

Mathieu Galante, licensing director EMEA at The Pokémon Company International, said: “We are delighted to team up with Zavvi. As the home of pop culture, they are an ideal partner as we continue to expand Pokémon fashion into the online space. This stylish and distinctive new collection further builds Pokémon’s status as a real fashion favourite with a widespread and enduring appeal.”

Pokémon’s collaboration with Zavvi is the latest in a string of sought-after capsule collections with partners ranging from high-street giants H&M, Zara, Bershka and Uniqlo to adidas, Original Stitch and leading designers including GCDS, Jeremy Scott and Bobby Abley.

Further recent Pokémon activity includes the launch of The Crown Tundra, the second expansion for the hugely successful video games Pokémon Sword and Pokémon Shield, and the release of the latest Pokémon Trading Card Game expansion, Sword & Shield—Vivid Voltage.

In 2021, Pokémon marks its 25th anniversary, which will be a continual celebration of the iconic and evergreen brand throughout the year.

Pokémon partners with CASETiFY for new phone accessories range

Posted on 11th November 2020 by Sam Giltrow

The global lifestyle brand, CASETiFY has detailed the return of its popular Pokémon partnership with a new collection that aims to ‘channel a modern day twist’ on its phone accessories line, including new case styles and returning favourites.

The latest launch falls under its Past, Present, and Future theme and introduces Pokémon originally discovered in the Galar region (as seen in the popular Pokémon Sword and Pokémon Shield video games) to CASETiFY;s custom platform for the first time ever.

The launch offers new layouts for customer’s names and monograms to join an array of tech accessories. Fans will be able to represent popular Pokémon, including Grookey, Scorbunny, Sobble, Yamper, and Morpeko, with CASETiFY’s luxury line of vegan Leather Cases, shock-absorbing Impact Cases, and reflective Mirror Cases.

New to the series, CASETiFY & Pokémon introduces special designs to the tech accessory brand’s universal Sling Bag. The collection also returns with fan-favorite Pokémon on classic case styles, complementing designs, and another beloved “sticker-style” release.

“Every time we release new accessories for the CASETiFY & Pokémon collection, we push the boundaries of design and protection even further,” said CASETiFY CEO and co-founder, Wes Ng. “Our latest collection takes on custom colorways and more Pokémon, giving every fan of the series a chance to make their accessory as bold as they are.”

Part of the brand’s creative program, CASETiFY Co-Lab, the new collection will receive global support from CASETiFY’s flagship store, social channels, and special product releases.

The Pokémon Company expands it D2C platform Pokémon Center into Canada for the first time

Posted on 10th November 2020 by Sam Giltrow

The Pokémon Company International is taking its direct to consumer platform into new international territories, having confirmed the expansion of its official e-commerce arm, the Pokémon Center, into Canada for the first time.

Recognised as a premier destination for official Pokémon merchandise, the online platform was previously limited only to the US.

PokemonCenter.ca. will now offer a variety of Pokémon merchandise, including Pokémon Trading Card Game and items unique to the site such as figures, imported plush, apparel and accessories, home decor, kitchenware, outdoor gear, and more. It will also feature collaboration items with the likes of Funko and Kotobukiya.

“We are thrilled to bring Pokémon Center to our fans in Canada, giving them additional ways to express and celebrate their Pokémon fandom through premium merchandise,” said Cindy Ruppenthal, director of e-commerce at The Pokémon Company International.

“Pokémon Center has something for every type of Trainer – whether it’s to play, collect, decorate, or wear – and we look forward to seeing even more Trainers enjoy these offerings.”

In celebration, Pokémon Center customers in the US and Canada will receive a Pokémon TCG promo card, featuring Special Delivery Pikachu, at no additional cost with any eligible purchase, while supplies last.

Super Mario, Cocomelon, Back to the Future: Here’s the long list of all DreamToys 2020 picks for this Christmas

Posted on 28th October 2020 by Sam Giltrow

This year’s long list of DreamToys – the predicted best-selling toys and games for Christmas 2020 – is a mix of ‘those that have kept families entertained over lockdown’ and boundary pushing innovation destined ‘to impress under the Christmas tree.’

Alongside the DreamToys Top 12 Toys for Christmas, the committee has released a fuller, longer list of toys and games that it believes will be topping wish lists across the country this festive season, featuring familiar names like Barbie an Peppa Pig alongside new lines such as Fifi the Flossing Sloth and Squishmallows.

Family favourites Scrabble, UNO, and Cluedo also make an appearance in time for the season.

Gary Grant, chair of the DreamToys selection committee, said: “2020 has been a challenging year for all, but toys have entertained and educated many during lockdown.

“This year’s list represents a mixture of those toys which have kept families company during these difficult times, and innovation which will impress under the tree. We hope toys will continue to bring joy to all families over the festive period – as they have always done.”

There are seven categories this year, each designed to highlight the wildly different and varied types of play that children can take part in.

Dolled Up:

Barbie Colour Reveal Mermaid Doll Asst – Mattel – £19.99

Cocomelon Bedtime JJ Doll – Bandai – £24.99

FailFix Epic Colour ‘N’ Style Makeover Pack – Moose Toys – £29.99

Hatchimals Pixies Crystal Flyers Assortment – Spin Master – £34.99

Kindi Kids Shiver ‘n’ Shake Rainbow Kate – Moose Toys – £39.99

L.O.L. Surprise! O.M.G. Remix 4-in-1 Plane Playset – MGA Entertainment – £89.99

L.O.L. Surprise! O.M.G. Remix Fashion Doll Asst – MGA Entertainment – £39.99

Luvabella Mealtime Magic – Spin Master – £64.99

Crafty Kids:

Aquabeads Star Bead Studio – EPOCH Making Toys

Cool Maker Go Glam Nail Salon Stamper – Spin Master

DOTS Rainbow Jewellery Stand Set – LEGO

Friends Jungle Rescue Base – LEGO

Gemex Deluxe Creation Station – John Adams

Kidizoom Studio – VTech Electronics

Stuff A Loons Maker Station – Character Options

The Original Spirograph Design Set Boxed – Flair Leisure Products

Licensed to Thrill:

Fortnite Battle Bus – Jazwares

Harry Potter Hedwig – LEGO

Jurassic World Epic Roarin’ T-Rex – Mattel

Marvel Bend and Flex (Asst) – Hasbro

Peppa Pig Peppa’s Shopping Centre – Character Options

Pokémon Carry Case Playset – Character Options

Star Wars 501st Legion Clone Troopers Set – LEGO

Star Wars The Mandalorian – The Child “Baby Yoda” – Mattel

Super Mario Adventures With Mario Starter Course – LEGO

Animal Farm:

Fifi the Flossing Sloth – Zuru

Hey Duggee Voice Activated Smart Duggee – Golden Bear

Little Live Pets Gotta Go Flamingo – Character Options

Present Pets (Asst) – Spin Master

Rainbocorns Wild Heart Surprise – Zuru

Smashers Dino Ice Age Surprise Egg – Zuru

Squeakee The Interactive Balloon Dog – Character Options

Sylvanian Families Adventure Tree House – Epoch Making Toys

Lockdown Showdown:

Cluedo Liars Edition Board Game – Hasbro

Dobble – Asmodee

Monopoly For Sore Losers – Hasbro

NERF Ultra One Motorised Blaster – Hasbro

Pensilly – Character Options

Pop Up Pirate – TOMY UK

Scrabble – Mattel

Super Mario Blow Up Shaky Tower – Epoch Making Toys

UNO Showdown – Mattel

Windy Knickers Board Game – John Adams

Tiny Treats:

5 Surprise Mini Brands Mystery Capsule – Zuru

Bright Fairy Friends – Funrise Toys

Heroes of Goo Jit Zu – Character Options

L.O.L. Surprise! Remix Hair Flip Doll – MGA Entertainment

Rubik’s 3 x 3 Metallic Anniversary Cube – John Adams

Squishmallows 7.5” – Squad 4 Asst – Jazwares

Awesome Automobiles:

Back To The Future DeLorean – Playmobil

Barbie 3-in-1 DreamCamper – Mattel

Hot Wheels Sky Crash Tower Playset – Mattel

Laser Battle Hunters Vehicle – Character Options

Micro Machines World Super Van City – Jazwares

PAW Patrol Dino Rescue Deluxe Vehicle – Spin Master

PAW Patrol Dino Rescue Dino Patroller – Spin Master

Technic Fast & Furious Dom’s Dodge Charger Car – LEGO

Toot-Toot Drivers Twist & Race Tower – VTech Electronics

In a year which has also seen fewer holidays and more time at home, the importance of toys has come to the fore. A survey of 2,000 UK parents with young children (aged 10 or under), conducted by OnePoll on behalf of the Toy Retailers Association, has shown that this year has led to not only increased time playing with toys but also to parents growing closer with their children.

When asked if their children had played more with toys this year, 46 per cent of parents said that this had been the case and that it was a result of lockdown. 56 per cent of parents stated that they have spent more time playing with their children this year, and a striking 88 per cent of those said that the increased playtime had resulted in them growing closer to their children.

As Christmas approaches, toys seemingly remain at the forefront of children’s minds with 86 per cent of parents saying that their children either already have requested or are expected to ask for toys this Christmas. 82 per cent of parents said that they planned on buying toys this Christmas for their children, demonstrating that they remain the go-to gift for children across the country.

GB eye expands its partnership with The Pokemon Company for new product ranges across Europe

Posted on 14th October 2020 by Sam Giltrow

Prints, posters, and giftware specialist, GB Eye has inked a new deal with the Pokemon Company International to expand its licensed gifting offering in the build up to Christmas with new products across mugs, framed prints, posters, gifts, and a soon-to-launch eco-range.

The move capitalises on key consumer trends and interest as the newly tailored product range serves the company’s growing European retail network for Q4 and into 2021.

Leading the charge is the hotly anticipated Pikachu Gift Box which according to the firm has already seen ‘huge pre-orders placed by numerous retailers’ in order to meet the current consumer demand for the Electric-type Pokemon.

Also attracting large retailer orders, says GB Eye, is the Eevee Gift Box. Both Gift Boxes come with their own exclusive pint glasses, exclusive full colour mug designs, two coasters and a unique collectable box, ‘which is sure to be snapped up swiftly by fans across the region.’

Ben Woodman, commercial manager at GB eye Ltd. said: “The demand we are seeing from retailers for our Q4 ranges is unprecedented considering the difficulties the industry has experienced this year and is a true testament to the quality of the product range that our design team have been able to produce to meet the insatiable consumer demand for Pokémon products. The outlook for 2021 is even more exciting with further activity planned for this hugely popular brand.”

The Pokémon Company grows European apparel portfolio with Erve Europe and Van Der Erve

Posted on 7th October 2020 by Sam Giltrow

The Pokémon Company International is expanding its European reach once more, having tapped Erve Europe/Van Der Erve, Europe’s licensed apparel and brands specialist, to develop kids and adult apparel for the German, Austrian and Swiss markets.

The new deal will see fashion powerhouse Erve Europe / Van Der Erve collaborate with Pokémon for a collection of kids’ and adult daywear, nightwear, and accessories, all of which is planned to launch at retail in 2021 across Germany, Austria, and Switzerland.

Specialists in fashion-forward licensed apparel, Erve Europe / Van Der Erve are front runners in design, sourcing, and distribution of branded apparel and accessories in Europe. A preferred supplier of sustainable fashion to leading retailers, they work with department stores, fashion retailers, supermarkets, hypermarkets, discount chains, and resellers, creating bespoke items and collections on demand.

Mathieu Galante, licensing director EMEA for The Pokémon Company International, said: “We are delighted to be working with Erve Europe / Van Der Erve. Its vast experience from 35 years in the industry, exceptional quality, and sustainable practices make it the perfect partner to further grow Pokémon’s fashion presence in Germany, where – as across the whole of Europe – demand for Pokémon apparel and accessories continues to expand.”

Pokémon’s partnership with Erve Europe / Van Der Erve further strengthens its increasing status as a fashion icon and high-street staple. Its growing apparel offering now includes successful ranges at global giants such as Zara, H&M, Bershka, Pull&Bear, and Undiz, innovative collaborations with the likes of Adidas, UNIQLO, and Original Stich, plus capsule collections from leading fashion brands and designers including GCDS, Jeremy Scott, and Bobby Abley.

Another win for licensed toys as Star Wars, WWE and Super Mario land Smyths’ top toys for Christmas top spots

Posted on 5th October 2020 by Sam Giltrow

WWE, PAW Patrol, Pokemon, and Super Mario have all made the top billing as this week sees the international toy retailer, Smyths Toys, take its turn in listing its top toy predictions for Christmas 2020, pitting some of the world’s biggest and long-lasting toy brands against new launches in the space this year.

Licensed toys have once again featured heavily in the retailer’s top ten picks, with LEGO Super Mario, Star Wars Mandalorian, and Barbie making their appearacne alongside pre-school staple PAW Patrol, and the universally popular Pokemon and LOL Surprise toy brands.

Sinead Byrne, joint head of marketing at Smyths Toys, said: “We are excited to announce our Top 10 Toys for Christmas, and it was a difficult choice again this year. We have some cool characters from L.O.L. Remix and Pokémon to Mario and The Child, as well as our exclusive Wrekkin’ Slambulance, as seen live on WWE last week.

“PAW Patrol has entered the age of dinosaurs, and Barbie’s Princess Adventures are hot to trot. Mix up game night with Monopoly for Sore Losers, Mini Brands Mini Mart shelves are full and ready to go and the Present Pets unboxing experience is sure to delight any child this Christmas.”

The toys all feature in the newly released Smyths Toys catalogue and are available in all stores nationwide.

Smyths Toys Superstores now trades from over 130 stores across the UK and Ireland. Catering for all ages, the leading toy retailer offers a huge range of toys, video games, bikes and baby products, including all the top brands.

Top Toys 2020 – Click here

Smyths Toys Superstores Top Toys List: