Pokémon CEO believes franchise can last 50 to 100 years with innovation

The head of The Pokémon Company, Tsunekazu Ishihara, believes the iconic series can continue for another 50 to 100 years, provided it keeps evolving and innovating.

Launched in 1996 on Nintendo's Game Boy, Pokémon has expanded into films, TV shows, toys, and a highly successful trading card game, becoming one of the highest-grossing media franchises in the world.

Ishihara, who has led the company since 1998, discussed the franchise's enduring appeal in a recent interview ahead of Pokémon Day, an annual event that showcases upcoming releases and updates.

Ishihara attributes Pokémon’s success to its ability to bridge the gap between the real and virtual worlds, highlighting the role of Pokémon GO—an app that blends the real world with virtual monsters— as an example of the franchise’s unique ability to innovate.

“I think this is the biggest strength of Pokémon, and it's important for us to come up with these kinds of ideas,” Ishihara said. He emphasized that the company’s long-term goal is to "enrich both the real world and the virtual world" and to ensure Pokémon remains relevant for future generations.

However, Pokémon’s popularity has also led to challenges. The resurgence of the trading card game has seen a rise in scalpers, resellers who profit from the demand for rare and valuable cards.

Ishihara addressed this issue, acknowledging that while the second-hand market has made some items more valuable, it also disrupts the business by preventing new products from being sold. He stressed that the company cannot control the resale market but has taken a strong stance against counterfeit products.

“We’ve fought rigorously against clones and fakes,” Ishihara said, citing recent victories in legal battles against companies selling unauthorized Pokémon products.

The company also took action against the makers of Palworld, a game likened to “Pokémon with guns,” alleging patent infringement.

Pokémon’s success has expanded beyond its video game roots. Ishihara believes the franchise’s broad appeal is rooted in its ability to act as a communication tool for fans of all ages.

Pokémon has attracted multiple generations of fans, including those who joined through the animated TV series, movies, and in-person events like the Pokémon International Championships.

Ishihara also pointed out that Pokémon is the sole focus of the company, with all profits reinvested back into the brand to continue its development and growth.

Looking to the future, Ishihara hinted that the franchise’s legacy could span the next 50 to 100 years if the company remains committed to innovation.

“If we continue focusing on our mission, Pokémon can probably continue to its 50th or 100th anniversary,” he said, emphasizing that complacency would lead to its decline. With Pokémon’s 30th anniversary approaching, fans are eagerly speculating about potential remakes or re-releases of the original Game Boy games.

As for Ash Ketchum and Pikachu, long-time fans of the franchise may be wondering what happens next. Ishihara assured that while Ash and Pikachu may have exited the animated series at the end of 2023, their journey continues.

“Even though the TV camera may not be following them, Ash's journey is continuing, and his partner Pikachu is right next to him,” he said.

Looking ahead, Ishihara remains focused on maintaining Pokémon’s place in both the real and virtual worlds, confident that innovation will keep the franchise thriving for decades to come.