The Pokémon franchise is celebrating three decades since its inception, a journey that began with a childhood fascination with insect collecting and blossomed into a global phenomenon generating billions in revenue. The core idea behind Pikachu and its companions originated with Japanese developer Satoshi Tajiri, who, as a child, collected insects and observed their habitats. Tajiri sought to translate this experience of collecting into a video game – and Pokémon was born.
Central to the initial concept was the activity of collecting, completing the “Pokédex” – a directory of all Pokémon. Simultaneously, Pokémon, released in the 1990s, was a social experience: acquiring all “Pocket Monsters” required connecting and trading with other players, fostering a community that extended across national borders. While the original games featured 151 Pokémon, the roster has since expanded to over 1,000.
Just months after the release of the first video games, the Pokémon Trading Card Game (TGC) arrived in autumn 1996, becoming another cornerstone of the brand. Players assemble card sets, battle each other and trade cards to complete their collections. Today, the social element is particularly important for young people, with cards being showcased on social networks. Influencers and streamers significantly contribute to maintaining the hype, with unboxing videos of “booster packs” – the purchasable card packs – and strategy tip videos reaching millions of viewers.
The appeal of collecting also lies in the hunt for rare cards. Limited-edition cards can reach enormous values, increasing the excitement for collectors. Shortly before the 30th anniversary, the legendary “Pikachu Illustrator” card was sold for around $16.5 million (approximately €14 million) by US influencer and wrestler Logan Paul.
The Pokémon anime television series, which premiered in German-speaking countries in the late 1990s, continues to be highly successful, now boasting over 25 seasons. The franchise has also made its mark on cinema, with a total of 23 films, although only a few Pokémon films were released in cinemas in German-speaking countries. A wide range of manga, or Japanese comics, also contribute to the franchise’s popularity.
Merchandising in all forms – from stuffed animals to school supplies to clothing – has made the brand globally recognizable. Recent developments, such as newly opened theme parks, dedicated Pokémon aircraft on some (Japanese) airlines, and temporary events like an exhibition at the Van Gogh Museum in Amsterdam, demonstrate how deeply Pokémon is now embedded in various areas of culture. Researchers have even named several animal species after Pokémon.
Pokémon even secured a spot in the Super Bowl ad break with a commercial featuring US superstars like Lady Gaga and Trevor Noah. Economically, Pokémon is also extremely successful. Over decades, “The Pokémon Company” – a joint venture between Nintendo, Creatures, and Game Freak – has generated billions in revenue, making it the most successful media franchise in the world, surpassing Star Wars and Harry Potter.
The summer of 2016 saw the hype shift into the real world with the launch of Pokémon GO, developed by augmented reality studio Niantic. Millions of people worldwide began catching and battling Pokémon on their smartphones outdoors. Urban parks were suddenly overrun, squares had to be closed, and the police were constantly deployed. Cities were filled with “Smombies” – a portmanteau of “smartphone” and “zombie” – people so distracted by constantly looking at their smartphones that they barely perceived their surroundings. While the hype surrounding Pokémon GO lasted only a few months, it left a lasting impact.
Pokémon has also established itself in the eSports arena. Official Pokémon World Championships have been held since 2004, with the 2026 event scheduled for San Francisco, California. Players from around the world compete in various disciplines (video games and trading card game). While the tournaments are largely organized for professionals, the events thrive on the approximately 20,000 fans who attend annually. Pokémon cosplay – dressing up in various costumes from the Pokémon universe – panels with developers, professionals offering insights into their game strategies, and, above all, trading and dealing of trading cards make the World Championships a global meeting point for Pokémon enthusiasts.
Despite its success, Pokémon has not been without criticism. A 1997 episode of the TV series caused nearly 700 viewers in Japan to be treated in hospitals after rapid flashing in a scene triggered epileptic seizures, leading to the series being temporarily removed from the air. The depiction of certain Pokémon, particularly Jynx, has also drawn heavy criticism for resembling characters in “blackface” with exaggerated, racially stereotypical features. Nintendo promptly changed the character’s appearance, but criticism persisted.
Despite all the criticism, Pokémon, three decades after its debut on the Game Boy, remains a massive brand that has experienced and survived much. And despite some reservations from fans regarding the technical performance of newer video games, the franchise continues to attract new audiences, largely due to the enduring popularity of the trading card game. A key to its success is the preservation of the core principle of collecting and trading, coupled with a dose of nostalgia: many of the players from the first hour are now adults and are returning to the brand as parents of enthusiastic children.
