Pokémon celebrates 25 years with toy partner collabs, card game extensions, and a music programme led by Katy Perry

The Pokémon Company International is celebrating its milestone 25th anniversary with a wide-ranging raft of new partnerships, product roll-outs, and activations that includes special anniversary merchandise from licensees such as Jazwares, Mattel, Funko, and The Wand Company.

New product from its portfolio of global partners will coincide with landmark partnerships and the franchise’s first venture into the music business that sees the firm team up with Universal Music Group to work with some of the biggest artists in the space to launch its project P25 Music.

Pop icon, Katy Perry, has been revealed as a premier collaborator on the new year-long music campaign that aims to celebrate the multi-media appeal that Pokémon has wielded since its launch in 1996.

The star-studded program will accompany fan-focused activations celebrating 25 years of Pokémon across the franchise’s portfolio of video games, mobile apps, animation, merchandise and more.

“Pokémon has been a constant in my life from playing the original video games on my Game Boy, to trading Pokémon Trading Card Game cards at lunch, to the adventures of catching Pokémon on the street with Pokémon GO,” said Katy Perry. “It is an honour to be chosen to help celebrate a franchise that has given me so much joy in the last 25 years, and to be able to watch it evolve in the ways it has provided that kind of electric joy for the kids in my life and around the world.”

Further details about Katy Perry’s participation, additional artist surprises, and more about the P25 Music programme will be announced throughout the year.

Meanwhile, and tapping into the concept of exploration of new worlds that has been at the heart of the Pokémon video game franchise since its launch in 1996, The Pokémon Company International is inviting fans to relive journey’s through the regions of the Pokémon world via a new website launch that will serve as the hub for all fan celebration activities as they are announced.

Building on its programme of collaborations for the year ahead, however, and The Pokémon Company International is partnering with the likes of Build-A-Bear Workshop, Levi’s, McDonald’s and more, while fans can expect special anniversary merchandise from partners including Jazwares, Scholastic, Mattel, Funko, Power A, and The Wand Company.

Additional partners and the means in which they will celebrate the milestone anniversary this year will be detailed throughout the year.

Of course, the celebrations wouldn’t be complete without fanfare for the cornerstone of the Pokémon brand, so The Pokémon Trading Card Game will be launching a special 25th anniversary-themed collection of Pokémon Trading Card Game cards later on in the year.

In the meantime, fans will be able to collect over-sized cards featuring Pikachu and first partner Pokémon from the various regions featured in the franchise.

According to The Pokémon Company International, the details revealed today ‘are a glimpse into what the world can expect from Pokémon in 2021.’ With 25th anniversary activations planned for Pokémon animation, video games, mobile games, and more, “fans have a year full of new journeys ahead.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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