CEO confident the series can endure for another 50 years

The leader of The Pokémon Company, Tsunekazu Ishihara, believes that the Pokémon franchise can thrive for another 50 years if it keeps evolving. Since its debut on the Nintendo Game Boy in 1996, Pokémon has grown into a major media franchise that includes video games, movies, TV shows, and toys, making it one of the most successful entertainment brands in the world. Recently, the Pokémon trading card game has gained renewed interest, but this has also attracted some problematic scalpers and counterfeit products into the mix.

Ishihara, who has led The Pokémon Company since 1998, shared insights with BBC News about the franchise’s success, its challenges, and future plans. One big event in the Pokémon community is Pokémon Day, an annual live stream that reveals new game releases and updates. This year, fans were given a sneak peek at the upcoming Nintendo Switch game, Pokémon Legends: Z-A, expected to launch later in the year, and a new mobile game titled Pokémon Champions, which is anticipated to focus on battles.

Ishihara described the long-term goal of the Pokémon franchise as enriching both the real and virtual worlds, much like how Pokémon GO has utilized GPS technology to blend gaming with the real environment. He emphasizes that offering innovative experiences for fans is key to the brand’s enduring strength.

However, one ongoing issue is the rise of scalpers in the trading card market. These resellers buy up card packs in hopes of obtaining rare cards, greatly impacting regular fans. This shift towards speculation gained more attention after YouTuber Logan Paul purchased a rare Pokémon card for over $5 million. Ishihara mentioned that second-hand markets can be damaging because they devalue new products, though he acknowledged that increased rarity can make things complicated.

As for counterfeit products, Ishihara stated that The Pokémon Company has consistently battled against imitation products and has taken legal action when necessary. Recently, they successfully sued a Chinese developer over a clone mobile app and have initiated legal action against the creators of Palworld, a game likened to Pokémon but featuring guns.

According to Ishihara, one reason for Pokémon’s lasting success is its ability to connect with fans across generations through multiple platforms: anime, card games, toys, and more. He mentioned that Pokémon fans now range in age, demonstrating that the brand has successfully attracted a diverse audience. Recent live events, such as the International Championships in London, drew around 13,000 attendees, showcasing the strong community around the franchise.

The Pokémon Company stands out because it is a private company, unlike other major brands like Nintendo, which are publicly traded. This independence allows Ishihara’s team to focus solely on Pokémon, investing all profits back into the franchise rather than appeasing shareholders with diverse projects. He firmly believes that as long as they remain committed to Pokémon’s growth, they can celebrate milestones like a 50th or even a 100th anniversary.

At the end of 2023, fans saw Ash Ketchum and Pikachu depart from the animated series. Ishihara reassured fans that despite leaving the show, their journey continues off-screen. With the franchise gearing up for its 30th anniversary next year, much anticipation surrounds potential remakes or re-releases of the original games. Ishihara advocates for a sustained focus on integrating real-world experiences with the Pokémon universe, believing that a commitment to innovation will secure Pokémon’s legacy well into the future.