Pokémon to Celebrate 30 Years with Yearlong Campaign, Kicking Off with New Super Bowl LX Spot

Bellevue, Wash. — Feb. 4, 2026 — The Pokémon Company International announced today that the beloved Pokémon entertainment franchise will commemorate 30 years with a yearlong campaign that will debut with a new Super Bowl LX commercial.

 

Airing Feb. 8, 2026, the Super Bowl spot will illustrate the brand’s mission to bring people together through a shared love of Pokémon and honor its growing audience of diverse, global and multigenerational fans across three decades.

 

Trainers can watch a teaser video of the Super Bowl spot on the official Pokémon YouTube channel. More details about the yearlong campaign will be unveiled following Super Bowl LX, including fan-focused activations.

 

“The Pokémon community has been the foundation and inspiration for the brand since the very beginning, and the passion of our fans is what has allowed Pokémon to have a lasting impact on pop culture around the world and across generations,” said Kenji Okubo, president at The Pokémon Company International. “As we look to the next 30 years and beyond, we invite Trainers to join in celebrating this landmark milestone, starting with Super Bowl LX, where they’ll see themselves and their fandom reflected in unexpected ways.”

 

Outside of the campaign, Trainers can celebrate their fandom with a variety of 30th-inspired offerings across the Pokémon franchise.

 

Themed Pokémon Trading Card Game Collections

Available now at participating retailers, the Pokémon TCG: Pokémon Day 2026

Collection celebrates Pokémon Day, an annual pop culture holiday taking place on Feb. 27 to commemorate the launch of the first Pokémon video games, Pokémon Red and Pokémon Green, in Japan in 1996.

 

In addition, Trainers can take a walk down memory lane with the Pokémon TCG: First Partner Illustration Collection—Series 1, which spotlights first partner Pokémon from the Kanto, Sinnoh, or Alola region. The First Partner Illustration Collection—Series 1 will release on March 20, 2026. More regions of the Pokémon world will be featured in new First Partner Illustration Collection products releasing in the future.

 

Pokémon Center’s New 30th Anniversary Hub

All year long, Trainers can visit Pokémon Center, the premier online retailer for official Pokémon products, for all their 30th-inspired merchandise. The festivities begin today at Pokémon Center with the launch of a new product collection spanning themed apparel, Pokémon TCG accessories, home decor and more — available in the U.S., Canada, the U.K., Australia and New Zealand. Fans can look forward to more new product drops throughout 2026 that help them celebrate 30 years of Pokémon.

 

Additional Pokémon Merchandise

Trainers can also enjoy additional products from licensing partners like Jazwares that will release new 30th-themed items ranging from plush to figures at participating retailers throughout the year. Furthermore, the first collection of the highly anticipated LEGO® Pokémon™ sets, based on some of the most iconic Pokémon from the brand’s 30-year history, will release on Pokémon Day on Feb. 27, 2026.

 

For future updates on Pokémon’s celebrations in 2026, Trainers can stay tuned to the official Pokémon social media channels and join the conversation online with #Pokemon30.

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About Pokémon 

The Pokémon Company International, a subsidiary of The Pokémon Company in Japan, manages the property outside of Asia and is responsible for brand management, licensing, marketing, the Pokémon Trading Card Game, the animated TV series, home entertainment and the official Pokémon website. Pokémon was launched in Japan in 1996 and today is one of the most popular children’s entertainment properties in the world. For more information, please visit www.pokemon.com.