Exclusive: Pokémon – truly legendary

Published on: 11th May 2021

Pokémon licensing director Mathieu Galante told Toy World what there is to look forward to in the months ahead for fans and retailers alike.

It’s a major year for Pokémon, with the franchise celebrating its 25th anniversary as retailers report record sales of its trading card games and consumer products.
Mathieu Galante, licensing director (EMEA) for The Pokémon Company International spoke to us about the enduring appeal of the franchise. “Pokémon is a multi-generational, evergreen brand with an enormous and loyal global fanbase,” he told us. “By constantly innovating and releasing a continuous pipeline of exciting new content, Pokémon remains vibrant, relevant and at the forefront of entertainment.”

Mathieu went on to discuss what the brand offers licensees, detailing the company’s strategy of working with best-in-class companies in the toys & games category. Close liaison with such partners develops cross-category activations at stores such as Harrods and Selfridges, and specialist toy retailers like Smyths and Hamleys. This year in particular, Pokémon expects to see its unique promotions and special merchandise have a halo effect on licensees.

“Consumer products is one of the four core pillars of the Pokémon franchise,” Mathieu explained. “The Pokémon community, from young to old, has very high expectations and wants products that are high quality and true to the brand, hence why we are very protective with our IP. We care about our fans, customers and partners, so we seek out collaborators who can meet and exceed these expectations.

With celebrations already well under way and many more activations promised, Mathieu told us about the newest upcoming product releases. “We aim to continue to surprise and delight our fans with more exciting content and partnerships too,” he added. “Watch this space for more information.”

To read the full article, which appeared in the Licensing World section of the May edition of Toy World, click here.



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