Pokémon boss believes series can last another 50 to 100 years

The Pokémon Company, led by CEO Tsunekazu Ishihara, is optimistic about the future of the Pokémon franchise, believing it can thrive for another 50 to 100 years. Since its inception in 1996 on the Nintendo Game Boy, Pokémon has evolved into a multi-faceted media empire, encompassing video games, movies, television shows, and a vast array of merchandise. Recently, the trading card game has experienced a resurgence in popularity, attracting both new fans and opportunistic scalpers looking to profit from rare cards. In an interview with BBC News, Mr. Ishihara discussed the keys to Pokémon's enduring success, the challenges it faces, and what lies ahead for the franchise. Pokémon Day is an annual event that showcases upcoming releases and updates for fans. This year, attendees were treated to a sneak peek of the new Nintendo Switch game, Pokémon Legends: Z-A, set to launch later this year. Additionally, a new mobile game called Pokémon Champions was revealed, which appears to draw inspiration from the Stadium series, focusing on battles. The Pokémon Company also highlighted new features for both the digital and physical versions of its trading card game. While Mr. Ishihara remained tight-lipped about specific details, he emphasized the company's long-term vision of enriching both the real and virtual worlds. A prime example of this is Pokémon GO, the immensely popular mobile app that uses GPS technology to place Pokémon in real-world locations. Mr. Ishihara stated, '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. ' One of the pressing issues facing the Pokémon community is the rise of scalpers, who buy up trading card packs in hopes of reselling them for a profit. The recent boom in the collectible card game has attracted attention from resellers, making it difficult for genuine fans to obtain the cards they desire. YouTuber Logan Paul brought significant attention to the potential profits in the hobby when he purchased a rare card for $5. 3 million. Mr. Ishihara acknowledged that the second-hand market poses challenges for the company, 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 that The Pokémon Company should produce more limited-edition items, Mr. Ishihara explained that they have limited control over the resale market. He noted, 'Those items are seen to be valuable because they're rare or seen as vintage – and it's not our place to say that they're not. ' On the topic of counterfeit products, Mr. Ishihara was more direct, revealing that the company has fought vigorously against clones and fakes since its inception. The Pokémon Company has taken legal action against various entities, including a Chinese company behind a copycat mobile app. Earlier this year, they joined forces with Nintendo to sue the developers of Palworld, an online multiplayer survival game that has been described as 'Pokémon with guns. ' The lawsuit alleges patent infringement, which the developers have denied. Mr. Ishihara believes that Pokémon's success can be attributed to its ability to connect with fans across generations. He stated, 'The biggest reason behind their success is the fact that Pokémon became a tool of communication. ' Last weekend, approximately 13,000 Pokémon enthusiasts gathered at the European leg of the International Championships in London, demonstrating the franchise's widespread appeal. Fans like Justin and Marina, who attended the event dressed as Team Rocket, shared their experiences of discovering Pokémon through the animated series as children. Justin expressed his admiration for the character designs, saying, 'I just loved all the designs, all the different characters. They were just really really cute. ' Marina added that attending in-person events has allowed her to connect with fellow fans, stating, 'I always used to want to go to conventions and these sorts of events. So being able to be here and network and make friends has been such a blessing. ' The Pokémon Company operates differently from many other well-known Japanese brands, as it is a private entity. This allows them to maintain a singular focus on Pokémon without the pressure of answering to shareholders. Mr. Ishihara explained, 'Pokémon is the only thing we do at the Pokémon Company. So whatever profit we make from Pokémon gets reinvested in Pokémon. ' He further noted that this structure allows them to avoid shareholder inquiries about expanding or creating new characters. 'Our answer will be: 'We'll go bust when Pokémon is no longer popular. ' I don't think they will like that. ' As the franchise prepares to celebrate its 30th anniversary next year, fans are already speculating about potential remakes or re-releases of the original Game Boy games. While Mr. Ishihara remained non-committal on specific plans, he emphasized the importance of continuing to connect the real and virtual worlds. He concluded, 'If we continue focusing on our mission, Pokémon can probably continue to its 50th or 100th anniversary. But if we become complacent and go with the flow, that's when Pokémon will go downhill.