In celebration of the festive season in India, The Pokémon Company (TPC) recently unveiled a special Indian look for Pikachu, featuring a navy-blue kurta and beige vest for the male Pikachu, and a pink saree for the female Pikachu. This launch is part of the ‘Pokémon Festivities’ campaign, announced at an event in Mumbai attended by media and Pokémon enthusiasts. The design showcases Indian cultural elements, including the Mago Berry pattern, symbolizing the mango, and the iconic Poké Ball motif.
Key initiatives include a limited-edition Pokémon Festivities Gift Box in collaboration with Yakult, available until 31 October 2024, and a GIF sticker collection for social media. Additionally, Pikachu will appear in a dance video on Pokémon Kids TV starting 16 October 2024, and will be featured in Pokémon GO from 1 to 4 November 2024, with celebrity ambassadors Riteish and Genelia Deshmukh promoting the campaign.
MediaNews4U caught up with Susumu Fukunaga, Corporate Officer at The Pokémon Company:
Q) What is the share of Pokémon anime in the Indian kids’ content space, and could you outline the content distribution scenario in India, including the media platforms Pokémon Company has partnered with?
While we may not have a precise figure regarding our share in the animation market, I can share that we have approximately 54 million subscribers across our YouTube channels. This significant number positions us among the top 20 channels in India, which reflects the strong engagement and popularity of our content.
In terms of content distribution, the Pokémon Company has strategically partnered with several prominent media platforms in India, including Hungama, JioCinema, and Amazon. Through these collaborations, we ensure that our content reaches a wide audience, allowing fans to engage with the Pokémon universe on various platforms. Our goal is to continue expanding our presence in the Indian market while providing high-quality content that resonates with our audience.
Q) What is your perspective on Indian kids’ IPs such as Chhota Bheem and Little Singham? If a broadcaster or content company expresses interest in collaboration, do you have plans to launch an India-specific IP in the near future?
At this moment, launching an India-specific intellectual property is not on our roadmap. Regarding our views on other animated content in India, we believe that, as content creators ourselves, we are not in a position to evaluate the work of other creators. Our focus is primarily on developing and enhancing our own content rather than assessing the offerings of others.
The Pokémon universe is a unique entity that we refer to as the “Pokémon world.” It’s vital for any potential partners to fully understand this world, as it is intricately shaped by the vision of our creators. Until we establish a clear understanding of how prospective partners grasp the intricacies of the Pokémon world and what our brand represents, we are not in a position to pursue collaborations. Once that understanding is in place, we may consider moving forward.
We take pride in providing our content globally, adhering to a consistent worldview that is central to the Pokémon experience. Maintaining this consistency is essential for preserving the integrity of our brand. Therefore, our focus remains on ensuring that any potential partnerships align with the core values and narratives that define the Pokémon experience.
Q) What is the ideation strategy behind keeping your target audience engaged across generations while effectively addressing and overcoming content fatigue?
Our ideation strategy is deeply rooted in the ongoing evolution of the Pokémon universe, which is primarily based on the innovative games developed by Nintendo. These games continuously introduce new challenges and concepts, allowing us to innovate alongside them. By embracing new ideas and tackling fresh challenges, we ensure that our content remains engaging and relevant for our audience.
We understand the importance of keeping our target audience hooked for generations. To achieve this, we prioritize collaboration with partners who share our worldview and values. These partnerships help us maintain the integrity of the Pokémon brand while expanding our reach and influence.
At the core of our strategy is a commitment to what Pokémon stands for and the unique world we have created for our intellectual property. By consistently delivering high-quality, innovative content that resonates with our audience, we effectively address and overcome content fatigue. This approach has been instrumental in sustaining our success and ensuring that Pokémon continues to capture the hearts of fans, both new and old.
Q) How has Pokémon addressed and overcome challenges related to audience backlash regarding content repetitiveness and instances where content was deemed harmful to children?
To address challenges related to audience backlash, particularly concerning content repetitiveness and instances where our content was deemed harmful to children, we have implemented several key strategies.
Regarding the specific issue of content that affected children, we experienced a notable incident early on when viewers reported negative effects from the animation style. We recognized that the intense focus on the screen during animation was impacting kids, prompting us to make significant changes. In response, we developed brighter animations and encouraged viewers to watch in well-lit environments. This proactive approach helped us overcome that challenge while maintaining open communication with our fans, who expressed eagerness to see the broadcast resume.
In tackling the issue of repetitiveness in our content, we launched a new series earlier this year called Pokémon Horizons, which introduced new human characters alongside familiar elements. This decision was made in direct response to feedback about the content becoming predictable. Additionally, we are continually exploring various animation styles and incorporating diverse types of content to keep our audience engaged. By diversifying our offerings, we aim to maintain interest and excitement around the Pokémon franchise, ensuring that it remains vibrant and relevant for our fans.
Q) What is your strategy for staying relevant and achieving growth in the highly competitive kids’ content space in India?
Our strategy for relevance in the kids’ content space relies on a diverse media mix, including digital content, events, merchandise, and animation, which has been successful in other markets.
To celebrate the festive season, we launched the ‘Pokémon Festivities’ campaign, featuring a special Indian look for Pikachu: a navy-blue kurta and beige vest for the male, and a pink saree for the female. Key initiatives include a limited-edition gift box with Yakult Danone India, available until 31 October 2024, and animated GIF stickers featuring Pikachu’s new attire, accessible on social media until 15 January 2025.
Pikachu will also appear in a dance video on Pokémon Kids TV starting 16 October 2024, alongside popular Japanese influencers. Additionally, the Pokémon Mela will take place from 6 to 8 December 2024 at Phoenix Marketcity in Pune, offering mini-games and stage shows for fans to engage with Pikachu. These initiatives celebrate India’s festive spirit and strengthen our connection with fans.
Q) Can you provide an update on the Pokémon merchandising business in India, particularly regarding any upcoming announcements in this area?
We are actively collaborating with a variety of partners to enhance our merchandising business in India. Notably, we are working with Dream Theater and Animation Express, among others, to expand our reach. Given our limited resources, our goal is to ensure that our efforts can connect with the maximum number of people.
Recently, we have launched an apparel line through D-Mart, a well-known retail chain, which has been well received. Additionally, we are exploring opportunities in the food and beverage categories, where we anticipate the production of various mass-market products. We are currently in discussions with different partners in these sectors, and I am excited to share that you can expect announcements regarding these developments in the near future. Our focus remains on creating diverse and engaging merchandise that resonates with our fans across India.
Q) What is your game plan for Pokémon in the Indian gaming space, and how do you intend to engage with local audiences?
We currently have two primary games in the Indian market: Pokémon GO and Pokémon Unite. Our strategy for Pokémon GO is focused on fostering community engagement and encouraging players to explore the world with friends and family while enjoying the Pokémon brand. This year, we have made significant strides, expanding our community from around 20 to over 50 groups, and we aim to continue this growth into the next year.
The size of each community varies by city, but we see a substantial turnout across more than 30 cities every month. We’re committed to building these communities further, making them vibrant hubs for Pokémon enthusiasts.
In addition to our main games, we have also launched Pokémon Smile, an educational hygiene application for kids. This app teaches children the importance of brushing their teeth in a fun and engaging way. Overall, while we have two main games, we also offer six additional applications accessible from India. Our focus is on creating inclusive, engaging experiences that resonate with local audiences and promote the joy of Pokémon.
