When Pokémon first started to become popular, people were already calling for its death. When the franchise exploded onto the scenes back in the latest 90s, there were countless articles saying its days were numbered, labeled the series as a fad. Those comments couldn’t have been more off-base, as it’s 27 years later and the franchise is bigger than ever.

Pokémon Co. has done an impressive job growing the franchise so far, and they no doubt want to take things even higher. Just how far do they want to take things? In an interview with The Guardian, Pokémon Co. COO Takato Utsunomiya has plans to keep things running a long time after he’s come and gone.

“My job? I spend all day every day thinking about Pokémon. Our goal is to keep Pokémon alive for hundreds of years – making sure it survives well past our lifetimes.

It’s easy to just focus on adults: they have a lot of disposable income, you can see their reactions in real time on social media … But we need to make sure that we are still keeping the younger kids interested. Kids are very honest – they won’t play something they don’t like. If your brand feels old or boring, they will immediately dismiss it.”

[Pokémon Co. COO Takato Utsunomiya]

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Comments (2)


8M ago

I'm sure they'll be able to. It's unbelievable how popular the Pokemon franchise is - and I'm not just talking about games. Cards, toys, tv shows, movies... It's massive.


8M ago

I hope we still have a natural ecosystem in hundreds of years. But if the remnants of humanity are huddled in bunkers, then Pokemon will have to do.