Daniel Benkwitt, Director of PR and Corporate Communications at The Pokémon Company International shares insights on the brand and plans for the future in this extended edition of The Toy Book’s 2024 State of the Industry Q&A. For our annual roundtable, The Toy Book brings together a panel of industry leaders, manufacturers, retailers, and distributors to discuss the trends, wins, challenges, and opportunities shaping the North American toy industry as it regroups after a tough year and gets ready to rock and roll. Click here to explore the series archives.
The Toy Book: What were some of the big wins for Pokémon over the past year?
Daniel Benkwitt: The Pokémon brand continued its momentum throughout 2023 across all pillars of its business. Notably, Pokémon remained the No. 1 brand in the industry for most of the year, led by The Pokémon Trading Card Game (TCG) and its series of expansions including the immensely popular Scarlet & Violet – 151. The Pokémon TCG also introduced new “learn to play” products including the “My First Battle” set, developed for young or new Trainers who love to collect but who also want to learn how to play the game in an easy and fun way, right out of the box. The Pokémon TCG business was complemented by a slate of premium licensed products that connect with Pokémon fans in genuine and unexpected ways. Our partnership with master toy licensee Jazwares took home the title of ‘Collectible of the Year’ at the 2023 Toy of the Year Awards for Pokémon Squishmallows, which is a testament to how loved our licensed products are by the fan community.
After much anticipation, we also released digital apps including Pokémon Sleep, which offers a fun and enriching experience to Trainers by having a player’s time spent sleeping — and the time they wake up — affect the gameplay, and TCG Live, a new app that allows Trainers to enjoy the Pokémon TCG in an updated digital format.
Continuing to bring the Pokémon brand into the digital world provides fresh experiences for new generations of Trainers and longtime fans who have been around since the brand’s inception. 2023 also welcomed new content for the best-selling Pokémon Scarlet and Pokémon Violet video games with The Hidden Treasure of Area Zero DLC expansions. The main series of video games has always been at the core of the overall franchise, and millions of Trainers around the world have been able to dive into these new adventures in the Paldea region.
TB: New storytelling angles, including the recent launch of Pokémon Concierge, offer entry points for new fans while engaging the existing base. What key moments should retailers and consumers have on their radar in the months ahead?
DB: As we like to say, “Pokémon is for everyone,” so it has been very rewarding to introduce new experiences such as Pokémon Concierge to welcome in new fans while still appealing to both kids and the brand’s fanbase of all ages. The overwhelmingly positive response to Pokémon Concierge has been great to see and speaks to how the brand transcends demographics.
2024 is also going to be a big year for Pokémon! As many fans know, 2023 marked a significant milestone for Ash Ketchum and his Pikachu when Pokémon Ultimate Journeys: The Series concluded this past September in the U.S. For the first time in franchise history, Pokémon is embarking on a new chapter in its animation programming with the upcoming debut of the highly anticipated series, Pokémon Horizons: The Series, which will premiere on Netflix on March 7, 2024, in the U.S. With the launch of the new animation narrative, fans of all generations can look forward to new adventures and characters as the Pokémon story continues to unfold.
Beyond that, fans and retailers should keep an eye out for announcements throughout the year, including our annual Pokémon Presents on February 27, better known as Pokémon Day. The brand is constantly evolving and introducing new ways for fans around the world to experience the joy of Pokémon.
TB: What is the most important factor in attracting new generations of Pokémon fans?
DB: As The Pokémon Company International celebrates the brand’s 28th anniversary in 2024, we take pride in being a cross-generational brand that appeals to fans of all ages. Many fans who grew up with the brand are now raising their own kids as young Trainers, which factors into our goal of creating and maintaining partnerships and merchandise that offer endless opportunities to engage with the brand across ages and skill levels — video games, mobile apps, the Pokémon TCG, animation and scripted entertainment, Play! Pokémon competitive events, publishing, and a robust licensing program spanning many categories. Staying true to the essence of the franchise while pushing creative boundaries has served Pokémon and its fans well. With its generational appeal and entry points for new fans of all ages, Pokémon has proven itself to be an evergreen brand that we hope continues to resonate for years to come.
A version of this story appeared in the 2024 edition of The BIG Toy Book. Click here to read the full issue. Want a copy in print? Click here for back issues and subscription options.
