Pokémon fans worldwide are celebrating the 30th anniversary of the franchise, which debuted in Japan on February 27, 1996, with the launch of Pocket Monsters Red and Pocket Monsters Green. Since then, the series, now known as Pokémon, has spanned nine generations, increasing the total number of recognized Pokémon species to 1,028, with Generation 10’s Pokémon Winds and Pokémon Waves launching later next year.
Each title in the series builds on a common narrative thread, offering players a fantastical adventure to discover the region’s unique Pokémon, landmarks, and fellow trainers, making each region feel distinct. As they continue to build a team and grow alongside their Pokémon, trainers must overcome seemingly insurmountable odds, like stopping the envelopment of the land by the sea, or defeating the region’s antagonist team to prevent the collapse of the world they’ve come to know and appreciate.
In Pokémon Sword and Shield, players could enjoy a tasty curry with their Pokémon. | Source: The Pokémon Company International
Players were sent to the past and explored the Hisui region in Pokémon Legends: Arceus. | Source: The Pokémon Company International
The franchise hones in on battling with Pokémon Legends Z-A. | Source: The Pokémon Company International
Nothing feels a Trainer with more pride than watching their team become regional Champions. | Source: The Pokémon Company International/ The Toy Book
While the real world doesn’t ask the same of the average person, this escapism offers players a tangible sense of accomplishment by defying the odds stacked against them. Nothing beats the feeling of defeating the region’s champion, seeing the team that’s helped you throughout the journey displayed triumphantly, and being recognized as the strongest trainer.
With hundreds of Pokémon and millions of fans, the company honors this bond between Trainer and Pokémon with a year-long campaign: “What’s Your Favorite?” Over the years, fans have developed bonds with their starter Pokémon, a Pokémon they hunted for ages, or one that surpassed initial expectations in battle and became a staple of their teams. The campaign kicked off the celebration with a star-studded Super Bowl commercial and aims to bring trainers together through special events, both in-game and in-person, for fans of all ages.
The bond between a trainer and their Pokémon is such a core component of the franchise, so it’s no wonder players want their favorites represented in the real world. Between trading cards, plush, apparel, and home goods, the brand continues to find new ways to connect with its audience. The Pokémon community is one rooted in nostalgia and a desire for new adventures. As long as The Pokémon Company continues to develop new worlds and journeys for fans to explore, this brand will remain a pop culture and retail powerhouse.
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A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
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