Pokémon's 30th anniversary merch has fans in multi-hour queues
Polygon
by Patricia HernandezFebruary 26, 2026
AI-Generated Deep Dive Summary
The Pokémon Company has launched an extensive celebration of the franchise's 30th anniversary, with fans eagerly awaiting its nostalgic merchandise. The company recently held an event in Japan to unveil plans for region-specific collaborations and limited-edition products, including partnerships with local brands like ramen shops and bakeries. However, the most buzzworthy news is the release of first-generation throwback merch, which has already caused multi-hour queues at Pokémon Centers. Despite no official announcement of a Western release, the company’s website has seen overwhelming demand, leaving visitors waiting hours for updates.
The anniversary celebration highlights a strong focus on nostalgia, with designs paying homage to the original Game Boy titles’ iconic pixel art and color palettes. This throwback aesthetic has resonated deeply with fans, particularly those who grew up with the first-generation Pokémon games. Items like trading cards, puzzles, and collectible figures are among the most sought-after items, reflecting a desire to revisit cherished memories. The limited nature of these products has only amplified their appeal, creating a sense of urgency among collectors.
The collaboration between Pokémon and various regional brands adds another layer of excitement, showcasing the franchise’s global reach and cultural impact. These partnerships highlight how Pokémon continues to evolve while staying true to its roots. For gaming enthusiasts and nostalgia-driven fans, this anniversary celebration is more than just merchandise—it’s a chance to relive iconic moments and connect with others who share their passion for the series.
For readers interested in gaming and entertainment, this milestone marks a significant moment in pop culture history. The demand for nostalgic merchandise underscores the enduring appeal of Pokémon, even as it continues to innovate. For fans, whether they’re queuing for limited-edition items or simply reminiscing about their childhood favorites, this 30th-anniversary celebration offers something for everyone. It’s a testament to how far the franchise has come while staying true to its core—offering joy and excitement to generations of players worldwide.
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Originally published on Polygon on 2/26/2026