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Pokémon’s 25th Anniversary Pokémon continues to celebrate its 25th anniversary in style with a dynamic and ambitious program of activity across the rest of the year. The iconic evergreen brand, first launched in Japan in 1996 with two Game Boy™ titles, is now one of the world’s most popular and successful entertainment properties with an enormous, loyal and multigenerational global fanbase. Encompassing video games, mobile apps, a Trading Card Game, animation and movies, competitive events and licensed products, Pokémon continues to have a major impact on popular culture.
ing out across Europe starting with Germany, France and the UK with more countries set to follow. In Italy after a successful partnership with Estathé Ferrero in 2020, a new special 25th anniversary character selection of the iced tea drink is due to launch later this year.
Later in 2021 fans can enjoy Pokémon Brilliant Diamond and Pokémon Shining Pearl, faithful revitalisations of two iconic Pokémon games from 2006 reimagined with enhanced features. Pokémon continues to collaborate with some of the world’s best-known brands on innovative partnerships and has partnered this year with Levi’s®, Casio G-Shock and Zara Kids; while Jazwares, Mattel, Scholastic, Funko, PowerA and The Wand Company have launched exclusive anniversary merchandise.
Teaming up with other iconic brands and global superstars, Pokémon is helping fans celebrate the anniversary with unique promotions, merchandise and activations, including P25 Music, a year-long celebration of Pokémon through the power of music in partnership with Universal Music Group. Pokémon’s first strategic team battle game, Pokémon UNITE, was released in July on Nintendo Switch systems and is scheduled to launch in September on mobile devices. Pokémon UNITE will be free-to-start, with optional in-game purchases available.
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Looking ahead, following the launch of the McDonalds Happy Meal in the US, the popular promotion is now roll-
Next year looks set to continue the excitement with more dynamic activity and intriguing partnerships, including an innovative children’s collaboration with leading Italian luxury fashion house Iceberg which launches in spring 2022.
