Pokémon CEO Believes Series Can Endure for Another 50 to 100 Years

The head of The Pokémon Company, Tsunekazu Ishihara, is confident that the franchise has the potential to last for at least another 50 years, provided it continues to innovate and evolve.

Since its debut on Nintendo's Game Boy in 1996, Pokémon has grown into one of the world's highest-grossing media franchises, extending its reach beyond video games to include films, TV series, and toys. Recently, the trading card game featuring the beloved creatures has seen a resurgence in popularity, though this has also brought with it challenges from scalpers and counterfeiters.

Speaking to BBC News ahead of the company's annual update, Ishihara reflected on Pokémon's success, its ongoing challenges, and the series' future.

Pokémon Day Announcements:

Pokémon Day is an annual event where fans can look forward to announcements about upcoming releases, game updates, and events. Fans are particularly eager for news regarding the next Nintendo Switch title, Pokémon Legends: Z-A, as well as developments surrounding the trading card game.

Ishihara offered only a hint of what's to come, explaining that the long-term vision for the franchise is to "enrich both the real world and the virtual world." He cited Pokémon GO, the hugely successful mobile app that uses GPS to bring Pokémon into the real world, as an example of the company's ongoing focus on bridging these two realms.

"This is what I think is the biggest strength of Pokémon, and it's important for us to come up with this kind of idea," Ishihara said. "So that's how I think of what we want to achieve next."

Scalpers and the Resale Market:

One issue that has arisen in recent months is the presence of scalpers, particularly in the trading card game market. The renewed interest in collecting rare Pokémon cards has led resellers to buy up packs in hopes of profiting from valuable cards, a trend that has drawn attention from high-profile figures such as YouTuber Logan Paul, who famously paid $5.3 million for a rare card.

Ishihara acknowledges that the booming secondary market presents challenges, stating, "When the second-hand market becomes more valuable because of rarity, that is problematic because our business is affected." While some fans have suggested increasing the volume of limited-edition products, Ishihara maintains that the company cannot control the resale market.

"The items are valuable because they’re rare or seen as vintage – and it’s not our place to say that they’re not," he explained. On the subject of counterfeit goods, Ishihara was more direct, saying that the company's legal teams have actively fought against clones and fakes from the start. Recently, the company won a legal battle against a Chinese company behind a copycat mobile app, and it has joined forces with Nintendo to sue the developers of Palworld, a game described as "Pokémon with guns."

The Secret to Pokémon's Success:

Pokémon has managed to stay relevant across multiple generations by expanding its reach into various forms of media, including anime, films, card games, and toys, in addition to its core video games. Ishihara attributes this longevity to Pokémon's ability to serve as "a tool of communication."

Last weekend, around 13,000 Pokémon fans gathered at London's Excel Centre for the European leg of the International Championships, a clear testament to the diverse ways in which people are drawn to the franchise. Fans of all ages, including 25-year-old Justin and 28-year-old Marina, who attended dressed as Team Rocket characters, told BBC News that they were first introduced to Pokémon through the animated TV series as children.

"I just loved all the designs, all the different characters," said Justin. "They were just really, really cute." Marina added that attending events like this has been an excellent opportunity to connect with other fans, calling it a "blessing."

A Singular Focus on Pokémon:

What sets The Pokémon Company apart is that it is a private company, unlike many other Japanese brands such as Nintendo or Hello Kitty creator Sanrio, which are publicly traded. Ishihara believes this structure allows the company to stay focused on a single goal.

"Pokémon is the only thing we do at The Pokémon Company," he said. "So whatever profit we make from Pokémon gets reinvested in Pokémon." He added that this single-mindedness means the company is not under pressure to create new characters or expand its offerings to appease shareholders. "Our answer will be: 'We'll go bust when Pokémon is no longer popular'," Ishihara explained.

Where Are Ash and Pikachu Now?

At the end of 2023, Ash Ketchum and his iconic companion Pikachu bid farewell to the animated series after many years as the central duo. Though the series has continued without them, Ishihara said one of the most common questions he gets is about their whereabouts.

"Even though the TV camera may not be following them, Ash's journey is continuing and his partner Pikachu is right next to him," he explained.

As the franchise prepares to celebrate its 30th anniversary next year, fans are eagerly speculating about potential special events. Remakes or re-releases of the original Game Boy games are high on many wishlists, though Ishihara is maintaining a focus on "connecting the real and virtual worlds."

"I believe Pokémon can continue to its 50th or 100th anniversary," he said. "But if we become complacent and go with the flow, that's when Pokémon will go downhill."

A Lasting Legacy:

The Pokémon franchise, with its vast array of games, TV shows, films, and merchandise, has captivated millions of fans worldwide. Its enduring success is a result of its ability to innovate and adapt to changing times while maintaining a strong connection with its core fanbase.

The series has not only transformed the gaming industry but also significantly impacted global pop culture, with iconic characters and memorable moments continuing to inspire new generations. With Pokémon continuing to engage fans through new releases and groundbreaking ideas like Pokémon GO, its legacy is expected to endure for decades to come. (Source: BBC)