From immersive park experiences to global retail partnerships, Pokémon’s 30th anniversary highlights the franchise’s expanding global footprint across industries
Fresh off its Super Bowl campaign “What’s Your Favorite?” – featuring global stars like Lady Gaga, Charles Leclerc and Blackpink’s Jisoo – The Pokémon Company is charging into its 30th anniversary year at full speed. On 27 February, Pokémon Day marks three decades since Pokémon Red and Pokémon Green first launched in Japan in 1996. To celebrate, the company is bringing the beloved 2004 remakes, Pokémon FireRed and Pokémon LeafGreen, to Nintendo Switch on the same day.
But this milestone goes far beyond a nostalgic rerelease. From immersive theme parks and museum collaborations to sneaker drops and fast food tie-ins, Pokémon’s 30th anniversary rollout shows just how far the franchise has evolved. At 30, Pokémon isn’t just a game – it’s a cultural force woven into everyday life. Here are the biggest projects from the Pokémon 30th anniversary campaign to keep on your radar.
PokéPark Kanto
Opened on 5 February, PokéPark Kanto is easily one of the franchise’s boldest 30th anniversary moves. Inspired by the original Kanto region, the park transforms iconic in-game locations into real, walkable spaces – from the interactive Pokémon Forest to themed rides rooted in the series’ world. What was once confined to pixelated screens now exists as a physical destination. It’s a clear sign that Pokémon is no longer limited to screens – it’s a world you can step into and experience in real life.
Pokémon x London Natural History Museum
Running until 19 April, Pokémon’s collaboration with London’s Natural History Museum takes the franchise into an entirely different setting. The exhibition explores the ecological ideas behind Pokémon, linking fictional creatures with real-world biodiversity through curated displays. A dedicated pop-up shop offers limited-edition merchandise tied to the partnership. By stepping into a space associated with science and research, Pokémon demonstrates how comfortably it can move beyond entertainment and into cultural conversation.
Pokémon x Lego
The first-ever Lego Pokémon sets bring two imagination-driven brands together in a collaboration that feels long overdue. Featuring brick-built versions of Charizard, Blastoise, Venusaur, Pikachu and Eevee, the sets allow fans to build their favorite Pokémon piece by piece. They’re hands-on, display-worthy and designed to appeal to both kids and adults who grew up with the franchise. More than a toy release, the partnership reflects how Pokémon continues expanding into collectible and creative spaces beyond gaming.
Pokémon x Adidas
Pokémon’s 30th anniversary partnership with Adidas pushes the franchise further into sneaker culture. Special collaborative editions of silhouettes like the Samba, Superstar, Adistar XLG 2.0 and the teased ZX 8000 “Mewtwo” blend character design with heritage sportswear. Rather than functioning as novelty merchandise, these releases position Pokémon within contemporary fashion, reinforcing how its visual identity works just as seamlessly on sneakers as it does on a game screen.
Pokémon x Uniqlo
Reuniting with Uniqlo, Pokémon’s anniversary Ut collection revisits Pokémon Red and Green through watercolor-style artwork by Ken Sugimori. Featuring beloved characters such as Charizard, Mewtwo and Snorlax, the pieces channel early-era nostalgia while remaining clean and wearable. The strength of this collaboration lies in its accessibility – fans worldwide can easily participate. It’s another example of how Pokémon moves seamlessly from console culture into everyday wardrobes.
Pokémon x McDonald’s
McDonald’s returns as one of Pokémon’s most impactful mainstream partners for the 30th anniversary. Happy Meal promotions – often featuring exclusive trading cards – consistently spark long queues and resale buzz. By appearing in fast food chains worldwide, Pokémon becomes part of daily routines, reaching far beyond dedicated gamers. From collector culture to drive-thru counters, the collaboration highlights just how deeply embedded the franchise has become in everyday life.
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