For 30 years, Pokémon has given fans something to collect, battle, trade, watch, wear and love. But for its milestone anniversary, the global campaign cuts straight to the question that has probably started more playground debates, card shop conversations and family arguments than any other: What’s Your Favourite?
The campaign launched with serious star power, featuring Lady Gaga with Jigglypuff, Trevor Noah with Psyduck, BLACKPINK’s Jisoo with Eevee, Lamine Yamal with Zygarde, Charles Leclerc with Arcanine, Maitreyi Ramakrishnan with Luxray and Young Miko with Gengar. Lady Gaga celebrates Jigglypuff’s famous voice, Trevor Noah links Psyduck to mind power, while Jisoo points to Eevee’s ability to transform. The global campaign is playful and instantly relatable: every fan has their personal favourite Pokémon.
Big anniversary celebrations in South Africa
That is what makes the anniversary feel bigger than nostalgia. Pokémon is not only celebrating three decades since its 1996 launch; it’s inviting fans across generations to place themselves inside the story.
In South Africa, the milestone has also been marked through activity designed to bring the celebration closer to fans. Solarpop’s local anniversary plans include in-store Pokémon celebrations at selected mass retail partners, Poké Party-style experiences, Learn-to-Play events and casual tournaments, league store and hobby store celebrations, selected Pokémon TCG launch parties and event-led activations linked to major fan platforms such as Comic Con.
“For many fans, Pokémon is their first trading card game, their first collectible obsession, and often their first real connection to organised play,” says Philip Galliford of Solarpop. “The 30th anniversary is a chance to celebrate that history, but also to welcome new players, young collectors and families into the world of the Pokémon trading card game.”
That may be the real magic of the campaign. Whether your favourite is Pikachu, Charizard, Psyduck, or Eevee, Pokémon understands that favourites are never just favourites. They are memories, personalities, lucky pulls, first cards and small pieces of childhood that stay with you.
