Pokémon Day: CEO believes series can last another 50 years

The head of The Pokémon Company believes the franchise can last at least another 50 years if it continues to innovate. Since debuting on Nintendo's Game Boy in 1996, the game has expanded into movies, television, and toys, becoming one of the highest-grossing media franchises in the world. This sustained success underscores the brand's ability to adapt and remain relevant across generations.

Recently, the trading card game (TCG) based on the series' core of adorable creatures has seen a surge in popularity, but it has also brought scalping and fraud to the hobby. CEO Tsunekazu Ishihara, who has been in charge of the company since 1998, spoke to BBC News ahead of the annual update about the secrets to success, tackling challenges, and the future of the franchise. "Pokémon Day" is an annual showcase of upcoming releases, upgrades, and events.

Fans are hoping for news about the upcoming Nintendo Switch game, "Pokémon Legends Z-A," as well as information about the wildly popular trading card game. Mr. Ishihara didn't reveal much ahead of the event, but he said the long-term goal is to "enrich both the real and virtual worlds." Pokémon GO, the company's successful mobile app that uses the device's GPS to place monsters in the real world, is one such example.

"I think that's Pokémon's biggest strength, and it's very important for us to come up with those ideas," he said. "That's how I see what we want to achieve going forward." One of the hottest topics among long-time Pokémon fans is scalping. The resurgence of collectible card games has attracted the attention of resellers who buy new packs in the hopes of obtaining rare and valuable cards.

"When the second-hand market becomes more valuable because of rarity, that's problematic because it's affecting our business." Fans have suggested that The Pokémon Company could produce more of the hard-to-find or limited-run items, but Mr. Ishihara said it can't exert too much control over the resale market. "The reason these goods are considered valuable is because they are rare or seen as antiques – we shouldn't say they have no value," he said. On the subject of counterfeit products, Mr. Ishihara was more direct, saying that the company's legal team has been "severely" cracking down on clones and fakes since the beginning. The company has claimed that developer Pocketpair infringed on patents, but Pocketpair has denied the claims.

Pokémon continues to bring new fans to the franchise by expanding into anime, card games, movies, and toys, as well as video games. Mr. Ishihara said that the fans now "span multiple generations," and he believes that "the biggest reason for their success is that Pokémon has become a communication tool." Last weekend, around 13,000 Pokémon fans traveled to London's Excel Centre for the European leg of the International Championships. This serves as proof of Mr. Ishihara's point that people enter the franchise in various ways.

Justin, 25, and Marina, 28, who were dressed as Team Rocket members for the event, told BBC News that they became fond of Pokémon as children by watching the animated TV show. "I just love all the designs, all the different characters," Justin said. "They're just really cute." Marina said that in-person events have become an opportunity for her to meet other fans. "I've always wanted to go to comic cons and stuff like that." she said, "So to be able to come here and connect and make friends is a blessing."

The Pokémon Company's status as a private company is unique. Other prominent Japanese brands, such as Nintendo, are publicly traded and accountable to shareholders. Mr. Ishihara believes this allows his company to focus single-mindedly on one thing. "The Pokémon Company only does Pokémon," he said. "So all the profits we make from Pokémon are reinvested into Pokémon." He added that this means the company doesn't have to answer questions from shareholders about expanding or creating new characters. "Our answer is: 'When Pokémon is no longer popular, we'll go bankrupt.' I don't think they'd like that answer."

At the end of 2023, long-time hero Ash Ketchum and his best buddy Pikachu exited the Pokémon animated series. The series continues without the beloved duo, but one of the "most difficult questions" Mr. Ishihara has been asked is what they're doing now. "Even though the TV cameras may not be following them, Ash's journey continues, with his partner Pikachu by his side." As the series approaches its 30th anniversary, rumors have begun to circulate about special plans. A remake or re-release of the original Game Boy games is on many fans' wish lists.

Mr. Ishihara doesn't have much to say about that at the moment, but he hopes to continue focusing on "connecting the real and virtual worlds." "If we continue to focus on our mission, Pokémon could last to its 50th or 100th anniversary," he said. "But if we become complacent and go with the flow, then Pokémon will go downhill."