TOTAL LICENSING
LAUNCH NEW
BRANDING
Pokémon UK, based in London, man- ries 10 of the Pokémon animation se- mammoth event, which we are confi-
ages and oversees the Pokémon fran- ries, Pokémon Diamond & Pearl was dent will thrust the brand back to the
chise in UK, Europe and Africa which unveiled at MIPTV in April 2007, and forefront of kids entertainment across
includes licensing, merchandising, TV the Nintendo DS videogames, Poké- Europe,” Licensing Manager Rekha
animation, theatrical releases, mon Diamond and Pokémon Pearl, Rajput explains. “To fully leverage
home video entertainment were confirmed for a 2007 release. this event, we felt that the dynamism
and publishing. Pokémon Together, the TV series and videog- of this new era had to be transmit-
was launched in Japan in ted to our fans not only by means of
1996 for the Game Boy, new content and characters, but also
the world’s best-sell- in terms of style clearly identifiable
ing video game system. on all of our merchandise.
The Pokémon franchise Children everywhere
is now a worldwide phe- - and everyone in the
nomenon. Since Pokémon industry - know Poké-
was first introduced into Europe mon, but I do not
in October 1999, nearly 35 million think that they
Pokémon video games have been will have seen
sold across Europe. Pokémon the brand quite
merchandise has generated like this before.”
over $25 billion in worldwide The branding of the
retail sales to date. The Trading Pokémon Diamond &
Card Game, fuelled by orga- Pearl Style Guide is
nized play programs aimed at a core tar-
in 47 countries, has get group of boys
spurred global sales aged 6-12, but also
of 14 billion cards to included are designs
date. aimed at tween girls and
With the 10
th
anniversary older fans who have grown up with
celebrations of 2006 be- ames introduce over 100 new Poké- Pokémon. With the style guide dis-
hind them, Pokémon UK mon into the franchise - the first such tributed to current partners in May,
are looking forward to introduction in around 4 years. the new branding is expected to be
the future in 2007 Expectations are high for the games. In present on shelves from Autumn 2007,
with the dawn Japan, they have already sold five mil- including a range from pan-European
of Pokémon lion copies in just three months (from master toy licensee, Bandai.
Diamond & their September 2006 release date). Bandai, who renewed their license at
Pearl, a multi- The TV series ties in closely with the the beginning of 2007 after three suc-
faceted brand game, continuing the adventures of cessful years, regard Pokémon as an
revitalisation af- Ash and Pikachu as they embark on “evergreen property”, and consider
fecting all aspects of their first journey around the region the advent of Pokémon Diamond
the franchise. Poké- of Sinnoh. Both the videogames and and Pearl as a key milestone for the
mon believe that the TV series inject new content into brand.
current fans, new the Pokémon formula. “With With the the introduction oduction of of Nintendo’s s
fans and lapsed Coinciding with these two landmarks, highly anticipated Pokémon Diamond
fans alike across Pokémon UK has developed a new and Pokémon Pearl software later this
Europe should style guide to bring freshness to the year, we are expecting increased sales
be prepared merchandising programme in collabo- and look forward to further strength-
for a new wave ration with industry design agency ening our relationships with Pokémon
of Pokémon Red Central. UK over the coming years,” saidd Jose
mania. “For the franchise – and for our fans Antonio Vargas, President of Bandai’s
In Europe, Se- – Pokémon Diamond & Pearl is a European Toy and Hobby Division.
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