1. Showcasing Pokémon’s Fresh Appeal Through Original Merchandise

 

Fans who step into any Pokémon Center, Pokémon’s official store, are greeted by an array of original merchandise lining the shelves. These products are developed by the merchandise department at The Pokémon Company.

 

Licensed products (products made in collaboration with various businesses, including food and stationery) are sold at many stores across Japan and designed to spread the joy of Pokémon to a broad audience. On the other hand, original merchandise is sold at our directly operated locations, including Pokémon Centers and Pokémon stores, drawing many fans. These collections feature a variety of Pokémon that haven't had many chances to be turned into products, or they incorporate niche concepts designed to bring unexpected smiles to fans' faces.

 

The product planning staff constantly engages with Pokémon games, anime, and more. They are always hunting for clues to uncover fresh and appealing aspects of Pokémon.

 

2. “Hyper Beam”: A Collection Born from Fundamental Experiences with Pokémon

 

One such project resulting from this philosophy is the “Hyper Beam" collection, launched in November 2023. Hyper Beam is a powerful move that Pokémon can use. Focusing entirely on this single move, we developed a wide range of products, from apparel to figures.

One of our staff members has been a dedicated player of the Pokémon games since Pokémon Red and Pokémon Green (released as Pokémon Red and Pokémon Blue outside Japan). They explained how their own early journey with Pokémon led to the creation of this project.

 

“As a child, the visual effect of the Hyper Beam move in the game looked so cool to me. It suddenly occurred to me that incorporating that unique visual effect into a modern design would result in something amazing.”

 

△The Hyper Beam move, as seen in Pokémon Red & Pokémon Green

 

To make this vision a reality, we teamed up with a design production studio known for techno and cyberpunk aesthetics. The team experimented to recreate the retro color palette of the Game Boy screen while ensuring the design worked well as a stylish, modern fashion item.

 

This pursuit of delicate balance resulted in visuals blending digital-inspired backgrounds with a stylish yet subtly nostalgic feel.

 

We also included special touches that Pokémon fans would notice. Take, for example, the Wild Bull Pokémon, Tauros. Using an in-game item called Technical Machine to teach the Hyper Beam move to Tauros is a classic strategy well-known to veteran Pokémon players.

「 “We wanted to create products that evoke the feelings players had while playing Pokémon Red & Pokémon Green back in the day. Pokémon fans would understand the significance of featuring Tauros on Hyper Beam merchandise. We chose Tauros, hoping that people would notice the detail and appreciate it.”

 

3. “OTENKI TEAM”: Bringing the Game World into Everyday Life

 

Launched in June 2025, the “OTENKI TEAM” (Otenki means weather in Japanese) is a collection focusing on Pokémon with abilities and moves related to weather conditions. This project was inspired by the experiences of players who battle alongside Pokémon that change the weather or get stronger in specific weather conditions during battle.

 

“We placed a high priority on expressing in-game events through real-world products,” says a staff member. For example, a special process was used to create a printed T-shirt that changes color under UV light. This product recreates the shift in a Pokémon’s capabilities that occurs during “Sunny Day,” a move that clears the weather during “Sunny Day,” a move that clears the weather during battle.

 

An “OTENKI TEAM” Project staff member says, " We believe that the surprise and resonance that occur when virtual-world experiences combine with real-world products can truly elevate merchandise. We hope players can enjoy these products based on common in-game events, knowing that so many have experienced them.”

 

4. Aiming to Deepen the Connection Between Pokémon and Its Fans

 

Pokémon Center original merchandise is born from fundamental experiences with Pokémon and a simple desire to make fans smile. Looking toward the future, the staff shared, “We want to continue attempting more projects that reveal new charms of Pokémon.”

 

" The goal is to make Pokémon Center a place brimming with new discoveries and memorable encounters for fans. There is nothing that would make us happier than if the merchandise we create can deepen the bond between Pokémon and its fans.”

 

By maintaining a dedication to discovering the vast depth of the Pokémon world and sharing it with fans, we will continue creating new, unique, and exciting merchandise.