The CEO of The Pokémon Company, Tsunekazu Ishihara, believes that the Pokémon franchise can continue to thrive for the next 50 to 100 years, emphasizing the need for innovation. Since its inception in 1996 on the Nintendo Game Boy, Pokémon has transformed into a global media powerhouse, encompassing video games, movies, TV series, and merchandise. The recent resurgence in trading cards has also spurred challenges from scalpers, drawing the attention of the company.
In an interview with BBC News prior to Pokémon Day—a yearly event showcasing upcoming releases—Mr. Ishihara reflected on the importance of integrating both real and virtual experiences for fans. The wildly popular mobile game Pokémon GO exemplifies this blend, allowing players to interact with the Pokémon universe in their everyday lives.
Addressing the current issues in the trading card market, Ishihara noted the difficulties posed by scalpers who buy up valuable card packs. This situation is exacerbated by the increased attention brought on by high-profile collectors. He stated, "When the second-hand market becomes more valuable because of rarity, that is problematic because our business is affected."
While fans have suggested producing more limited editions to mitigate scalping, Mr. Ishihara acknowledged that it's challenging to manage the resale market. He underscored the continuous battle against counterfeit products, affirming that the company’s legal team is proactive against clones and fake merchandise, engaging in litigation to protect the brand.
During the recent Pokémon International Championships held in London, in which around 13,000 fans participated, Ishihara emphasized the franchise’s multigenerational appeal. Many attendees reported connecting through various series avenues, from the animated show to video games and merchandise, fostering a sense of community.
Unique in its corporate structure, The Pokémon Company is privately held, allowing it to maintain a singular focus on Pokémon and reinvest profits back into the franchise, a strategy Ishihara believes augments Pokémon's potential to remain a relevant staple in entertainment.
In 2023, Ash Ketchum and Pikachu concluded their long-standing roles in the animated series, leaving fans wanting to know more about their future. Ishihara reassured fans that while the duo's adventures are no longer televised, their journeys continue within the larger Pokémon narrative. With the franchise gearing up to celebrate its 30th anniversary in 2024, speculation about remakes and re-releases of classic games swirls, although Mr. Ishihara opts for maintaining focus on innovation.
He concluded with an optimistic note, asserting, "If we continue focusing on our mission, Pokémon can probably continue to its 50th or 100th anniversary," stressing that complacency could jeopardize Pokémon's successful legacy.
