As the company nears its tenth year as sole authorized distributor for the Pokemon trading Card Game in the UK and Ireland, marketing manager Charles Ryan unveils the company’s plans for the game.
The next set hitting the shelves on 20th August is Legends Awakened, the sixth set in the Diamond & Pearls series, which was launched a year ago.
The series is supported by a TV show and the company is seeing a steady growth in sales.
Ryan said: “Following the release of Diamond & Pearls, we’re really seeing the kids getting into it. We don’t predict another boom like back in 2000, and frankly we don’t want one – we’d rather people recognize the Pokemon TCG for the evergreen brand that it is, rather than as a fad product.”
Esdevium has settled into a tried and tested routine with the cards, launching a set every three months along with special SKU’s like the recent holiday tins.
Ryan explained: “This is really great for consumer loyalty, the repeat purchase model and reliable, non-seasonal sales.”
Each launch is supported by a marketing campaign with an emphasis largely on TV advertising. A typical campaign is 240 to 300 TVRs.
Ryan said: “There’s a lot of impact and the synergy with the TV program gives us the strongest marketing exposure the brand has had in several years.”