The Pokémon franchise has surpassed all other entertainment properties to develop into the highest-grossing media franchise of all time, generating an estimated $115 billion in revenue since its inception in 1996, according to recent reporting in The Guardian.
The figure eclipses that of long-standing entertainment giants like Star Wars and the Marvel Cinematic Universe. The franchise, originating with video games, has expanded to encompass trading cards, television series, and films. The success, according to Keza MacDonald, the Guardian’s video games editor, lies in its sophisticated fantasy elements and appeal to self-determination, mirroring themes found in works like Harry Potter and The Chronicles of Narnia.
MacDonald’s reporting highlights the franchise’s unexpected appeal to adults, citing the 2016 phenomenon of Pokémon Go, the augmented reality mobile game that encouraged outdoor exploration. She also points to Nintendo’s 2020 release, Animal Crossing: Recent Horizons, as a vital social outlet during pandemic lockdowns, selling 45 million copies that year.
The success of Pokémon is intrinsically linked to the broader history of Nintendo, and the creative vision of designer Shigeru Miyamoto. Miyamoto also created The Legend of Zelda series, inspired by his childhood experiences exploring the countryside. His design philosophy, described as “lateral thinking with withered technology” by Gunpei Yokoi, the inventor of the Game Boy, prioritizes innovation through unconventional approaches.
Nintendo’s approach contrasts with industry trends toward generative AI, with Miyamoto stating the company has no current plans to integrate the technology into its games, preferring to focus on the elements that define Nintendo’s unique identity. This “toymaker philosophy,” as described by MacDonald, is presented as an alternative to the attention-seeking algorithms and profit-driven content prevalent in much of modern technology.
The Marvel Cinematic Universe, while a significant entertainment force, currently ranks below Pokémon in overall revenue. As of March 2025, the MCU had earned over thirty-one billion dollars worldwide, according to the Disney Wiki. The MCU timeline, as documented by Marvel Studios and expanded to include previously separate Marvel Television properties on Disney+, is currently set in 2027, with upcoming releases including Daredevil: Born Again (2025) and Thunderbolts* (2025). The official MCU timeline, codified in a book released in 2023, covers projects through Phase Four, with ongoing efforts to address continuity concerns.
Nintendo’s commitment to simple joy and the pleasure of mastery, exemplified by games like Super Mario Bros. Wonder, offers a distinct approach in a world often characterized by a lack of control, according to MacDonald’s reporting.
