Why Pokémon is a brand that will never go away

My coworker recently convinced me (and by convinced, I mean stood over my desk until it was visibly up and running on my phone) to download the latest Pokémon trading card app. 

Not expecting much, I was overwhelmed at the flood of nostalgia (and serotonin) it provided.

It transported me back to a teeny tiny 5-year-old Soph, relentlessly watching Pokémon: The First Movie until the tape literally broke.

Or sitting on my first Game Boy, playing Red and Blue and hopelessly failing because, well, I’m just a girl. But it didn’t matter.

Everything about the world, from the series to the games to the cards to the squishy little face of Pikachu, had me enamoured.

And it made me realise, Pokémon has been by my side for longer than some of my friends. It’s enough to make a girl a little emosh, tbh.

And while this just sounds like a nerdy girl professing her love for some trading card game of the 90s (it is),

It’s also an analysis on the staying power of a brand who has managed to remain relevant for nearly three decades without ever drastically changing its identity.

And like, that’s something worth mentioning, ya know.

Because it’s 2024, and Pokémon is still thriving – actually, I think Pokémon might outlive us all.

From Pokémon GO to plush Pikachus, the franchise has done more than survive. It has dominated.

With over $100 billion in revenue, Pokémon is the highest-grossing media franchise of all time. But here’s the kicker: Pokémon has never radically rebranded or changed its tone. No dramatic pivots, no attempts to be 'edgy' or 'disruptive.'

And yet, it’s still catching ‘em all.

In a world where reinvention is often seen as a survival strategy, Pokémon’s consistency is its secret weapon. For nearly three decades, it’s remained a beacon of adventure, friendship, and discovery.

That steadfast identity has allowed it to weather trends, outlast competitors, and appeal to generations of fans without losing its core audience.

Pokémon’s brilliance lies in its balance between staying true to its roots and embracing innovation.

Whether you’re one of the OGs who played Red and Blue on your Game Boy or a later adopter, throwing curveballs in Pokémon GO, the brand delivers the same emotional connection. It has never discarded its original magic—it just layers modern technology and trends on top of it.

Take Pokémon GO, for instance.

The augmented reality app could have just been a sh*tty gimmick. Instead, it became a cultural movement. Why? Because it’s not just about technology; it’s about tapping into that same childhood wonder of discovering and collecting Pokémon—now with a GPS and a crowd of fellow players.

From trading cards to movies, plush toys to video games, Pokémon has mastered the art of diversification.

Unlike other franchises that lose their identity by spreading too thin, Pokémon’s universe feels interconnected. You can watch Ash and Pikachu in a movie, catch Pokémon on your Switch, or trade cards with friends, and it all feels like part of the same world.

This diversification isn’t about chasing trends; it’s about expanding the Pokémon experience without losing its soul.

Here’s where Pokémon really wins: it brings people together.

No, I’m not getting emotional again, stay with me now.

Parents who grew up playing Pokémon Yellow are now introducing their kids to Pokémon Scarlet and Violet. Meanwhile, live events like Pokémon World Championships or the annual Pokémon Day create spaces for fans to celebrate their shared love for the franchise.

How many other brands can say they have intergenerational pull?

The brand has also mastered inclusivity. Whether you’re a hardcore gamer or someone who just wants a Snorlax plushie for your desk, there’s a Pokémon experience for you.

While other franchises pivot to stay relevant, Pokémon simply is relevant.

It doesn’t try to tap into fleeting trends; it lets trends come to it. Its characters, catchphrases, and even its music have become part of the cultural zeitgeist. The simplicity of 'Gotta catch ‘em all' resonates as much today as it did in the ‘90s.

A brand could only dream of this level of staying power and cultural relevance. And while I don’t have the playbook, Pokémon’s success holds some powerful lessons for brands:

• Know your essence. Pokémon’s strength lies in its unwavering identity. It knows what it is and sticks to it.

• Innovate within your framework. You don’t need a rebrand to stay relevant; you need evolution that respects your roots.

• Diversify with purpose. Every Pokémon product serves the broader mission of creating joy and connection.

In an era of constant change, Pokémon reminds us that consistency isn’t boring—it’s bold.

By staying true to its values while adapting to the times, it has become a cultural phenomenon. So, next time someone tells you rebrands are necessary to survive, just point them to Pikachu.

-Sophie, Writer