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The periodic refresh of Pokémon is one of the ways in which the brand stays strong and relevant. However, there are many other factors that have kept kids coming back and it all starts with the fact that Pokémon is fun. It also happens to be—and has always been—an affordable option for parents. It’s the fun and multi-generational appeal coupled with our unique ability to renew ourselves that is crucial to the brand’s success. We offer today’s kids many avenues for entertainment. In January of this year, we relaunched Pokémon.com to provide fans with a one-stop entertainment destination. Video games, TV animation, feature films, and, of course, trading card games are just the tip of the iceberg. Our multi-generational appeal can be seen in our reworked versions of two early Pokémon hit video games. In Pokémon HeartGold and Pokémon SoulSilver players return to the scenic Johto region first introduced in the beloved original and now classic Pokémon Gold and
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REMAIN STRONG
by JC Smith, The Pokémon Company International
okémon is an evergreen brand that garners high consumer awareness—regardless of whether the consumer has any dealings with children. It’s a brand that is now part of mainstream culture. This status has been achieved in a relatively short time. As we recap what the brand has accomplished, we will also look ahead to what consumers can expect within the next year. After more than a decade Pokémon continues to be a success because of its timeless strategy: explore, capture, train, and battle. It is a strategy that speaks to each new generation of boys. And, for more than 10 years, the creators have maintained the ability to create rich worlds and gameplay styles that immerse fans deeper into the Pokémon universe. The numbers speak for themselves. More than 14 billion Pokémon trading card game (TCG) cards have been produced worldwide and the Pokémon TCG is one of the best-selling collectible trading card games of all time, with 285 percent sales growth worldwide since 2005. On the video game front, there are more than 30 different Pokémon video games available and more than 207 million copies have been sold worldwide.
REFRESH
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ROYALTIE$ AUGUST 2010
Pokémon Silver games nearly a decade ago. The games bring dozens of Pokémon characters back into the limelight for a new Pokémon generation and longtime fans can still catch, train, and battle.
Another way to appeal to fans of all ages is through our tournament program. For seven years now, Pokémon has been providing fans of all ages the opportunity to play competitively in the trading card game (TCG) events held around the world. Two years ago, we decided to create a similar opportunity for Pokémon video game fans of all ages, and thus began the Pokémon Video Game Championships. The tournaments are a great way for fans to meet with each other and test their Pokémon strategies against the best. Just after the previously mentioned video games were released, we announced the schedule for the 2010 Pokémon Video Game Championship series, which is bigger than ever with tournaments throughout the U.S., Europe, and Japan, leading up to the 2010 Pokémon World Championships in Kona, Hawaii, this month. Pokémon Trading Card Game releases took place in February and May this year with each release supported by substantial television advertising and consumer marketing campaigns. You can expect two more Pokémon Trading Card Game releases to become available to collectors and players everywhere this month and November just after the seventh annual Pokémon Trading Card Game World Championships, which will bring together more than 1,000 players from more than 25 countries to compete for the title of Pokémon TCG World Champion. Looking ahead, our master toy partner, Jakks Pacific, has unveiled a toy line that will include all new figures and plush. Also, the 13th season of Pokémon animation, entitled Pokémon: DP Sinnoh League Victors, debuted on Cartoon Network in the spring. As the brand continues to strengthen, Pokémon is feeding the frenzy by catering to existing fans while cultivating the next generation.
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JC Smith is the director of marketing for The Pokémon Company International.