From trading cards and video games to fashion collaborations, the Pokémon universe is continually evolving, and instantly recognizable characters such as Pikachu and Jigglypuff have made it one of the most powerful brands in the world of licensing.
As a leading global entertainment brand, Pokémon has a remarkably diverse fan base, spanning several generations, from kids to adults of all ages. To expand its reach and engage with all its fans, the franchise has grown its licensing and collaborations to create new encounters with Pokémon.
In 2021, Pokémon celebrated its 25th anniversary and marked one of its most successful years to date, ranking 5th in the top 150 Global Licensors Report, showcasing the most powerful brand licensing programs at retail from 2021 (License Global’s The Top Global Licensors Report 2022), with sales of 8.5 billion US dollars, up from 5.1 billion US dollars in 2020.Co
This success is not only due to the colourful and playful Pokémon characters that continue to offer inspiration, but also the diversity of collaborations, from entering the metaverse with Charli Cohen to designer collections with Jeremy Scott and GCDS, as well as affordable lines with online retailers such as ASOS and well-known brands Levi’s, Converse and Adidas.
To find out more about who Pokémon partners with and what makes a great collaboration, FashionUnited spoke to the brand’s licensing director for EMEA, Mathieu Galante.
The great thing about Pokémon is that we have broad global appeal, so we can partner with a wide range of brands, from high street to designer fashion, mixing affordable products alongside aspirational lines with cutting-edge collaborators.
We are constantly looking for brands that can connect with our fans of all ages. Pokémon is not just for kids. There is much more to our licensing business, and over the year’s we’ve produced fashion collaborations spanning apparel, footwear and accessories for both adults and kids.
Each of our collaborations is considered for creative and design capabilities and their distribution reach. We’ve had many successful collaborations including with Adidas, Axel Arigato, Bobby Abley, Charli Cohen, Converse, Criminal Damage, Jeremy Scott, Iceberg, Irregular Choice, Longchamp and Clarks.
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