Gotta catch ‘em at Target: the retailer partners with Pokémon Company International for an exclusive collection celebrating the brand’s 30th anniversary, marking the retailer as the only U.S.-based mass market chain to co-create a milestone assortment with the franchise.
The limited-time collection includes more than 100 products spanning apparel, accessories, home goods, food, and novelty items designed for fans of all ages. The launch arrives in two phases, with the first wave of approximately 65 items debuting in Target stores May 2 and online May 3, followed by a second drop June 6.
“We know our guests love Pokémon, and we worked with the brand to make this 30th celebration really fun and exciting — even tapping long-time fans within our own team to design it,” shares Gigi Guerra, vice president, creative curation, Target. “It’s a clear expression of how Target leads with merchandising authority — bringing together our trend expertise and deep fan insights to create what guests are excited about right now, in a way that’s unmistakably and exclusively Target.”
The assortment features merchandise inspired by classic characters including Bulbasaur, Jigglypuff, and Gengar, alongside collaborations with legacy brands such as Starter, Caboodles, Lip Smacker, and Mead. Standout items include a Pokémon Starter jacket, character-themed accessories, and a 151-piece puzzle based on the Kanto region.
“This collection is designed to bring that sense of fun and adventure into everyday life, with merchandise that appeals to both longtime Trainers as well as those who recently began their Pokémon journey,” says Amy Sachtleben, senior director of licensing and promotions at The Pokémon Company International. “Target shares our commitment to thoughtful brand stewardship, ensuring the collection authentically captures the spirit of Pokémon while offering a wide range of products that reflect the diverse interests of the community.”
Target will also support the launch with in-store activations at select locations, including its SoHo store in New York City, where shoppers can experience themed displays, giveaways, and photo opportunities tied to the collaboration. A creator-led campaign, starring longtime fan Joe Jonas, launches soon.
For more information, visit target.com.
Meet The Toy Book Team at Licensing Expo!
The Adventure Media & Events team will be present at Licensing Expo with new issues of The Toy Book and The Pop Insider set to debut on May 19. Visit us at Booth No. F106 to grab The Toy Book‘s 2026 Licensing & Entertainment Issue (featuring The Licensing Book supplement), and the spring edition of The Pop Insider. Both issues are now in production. To book your space in our new issues, please contact Jackie Breyer, James Devin, or Stephanie Katz.
TARGET X POKÉMON COLLECTION
Source: Target/The Pop Insider
This Target exclusive collection of more than 100 items celebrates 30 years of Pokémon.
Buy Now
COLLECTION LAUNCHES MAY 2
The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.
Trending Products
