The global phenomenon Pokémon is marking its 30th anniversary with a yearlong celebration, anchored by a high-profile commercial debuting during Super Bowl LX on February 8, 2026. The campaign brings new merchandise, nostalgia-driven initiatives, and fan-centric experiences worldwide.
Tokyo & New York — One of the most enduring entertainment franchises in modern media, Pokémon, is launching a yearlong global campaign to commemorate its 30th anniversary, starting with a major commercial debut during Super Bowl LX — one of the most watched broadcasts on television worldwide.
The celebration underscores the franchise’s impact since its debut in Japan in 1996 and its evolution into a multigenerational cultural phenomenon spanning video games, television, movies, trading cards, toys, merchandise and live events.
Super Bowl Spot to Kick Off Celebration
At the centre of the anniversary kickoff is a new commercial confirmed for Super Bowl LX on February 8, 2026, marking one of the rare moments Pokémon has used the event as a global platform for birthday celebrations.
Super Bowl ad space is among the most coveted and expensive in mainstream media, typically reserved for major brand campaigns and cultural moments. Pokémon’s decision to debut its anniversary content during the game reflects both confidence in the franchise’s cross-generational appeal and a strategic effort to connect with a broad, mainstream audience.
The advertisement’s full details are being kept under wraps, but a teaser dropped on official channels offers a glimpse at Jigglypuff, the beloved Pokémon known for its singing antics, setting a playful tone for the celebration.
A Year of Events and Merchandise
The Super Bowl commercial is just the beginning of a larger yearlong anniversary campaign that will span multiple facets of the Pokémon universe — from gaming to retail and fandom events.
Merchandise tied to the 30th anniversary is already rolling out at official Pokémon Center stores and online, featuring limited-edition apparel, accessories, and trading card game products designed to evoke nostalgia while appealing to current fans.
In addition to new products, the campaign is expected to include special collaborations, community events, and themed releases throughout the year. Events spaced around global fan calendars — such as Pokémon Day on February 27 — will give the company additional opportunities to spotlight releases and announcements.
Building on Legacy and Fandom
The Pokémon franchise has remained culturally and commercially significant since its launch with Pokémon Red and Green on the Game Boy nearly three decades ago. Over that time, it has expanded into multiple generations of core RPG titles, mobile phenomenons like Pokémon GO, animated series and movies, and one of the most popular trading card games in existence.
This anniversary campaign increasingly focuses on the people who have sustained Pokémon’s global popularity — from longtime fans nostalgic for original regions like Kanto to newer players introduced through modern titles and mobile experiences.
Kenji Okubo, President of The Pokémon Company International, has framed the Super Bowl spot as a way to “reflect the Pokémon fandom in unexpected ways,” inviting both longtime “Trainers” and newcomers to look ahead while celebrating the franchise’s past.
Strategic Timing and Cultural Reach
Super Bowl LX’s global reach — expected to attract millions of television viewers and countless more online engagements — offers Pokémon a stage far beyond its traditional gaming and animation niches. It also signals a broader push by the brand to remain culturally relevant decades after its original launch.
Positioning the anniversary kickoff around a marquee media event suggests deeper ambitions for 2026’s programming, such as cross-platform storytelling and expanded fan engagement.
What to Expect Next
Fans and industry watchers will be looking for additional announcements following the Super Bowl premiere, including details on gaming milestones, special events, logo revamps, collaborations with major retailers, and possibly new or remastered titles tied to the anniversary year.
The campaign also aligns with mounting speculation in the gaming community about potential new reveals — from expansions for popular mainline games to novel media tie-ins — although those remain unconfirmed ahead of the official broadcast.
