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Record-breaking Year for Pokémon

Record-breaking Year for Pokémon

The Pokémon Company International announces that Pokémon celebrated another record-breaking year at retail in 2022, seeing a significant increase in sales across Europe for its Pokémon Trading Card Game (TCG) and toy ranges. 

This incredible growth was recognized by NPD, who awarded Pokémon three significant awards at Europe’s largest Toy Fair Spielwarenmesse in Germany. The brand won Global Top Toy Property of the Year, Europe’s Top Gaining Property Total Toys and Europe’s Top Gaining Property Games & Puzzles. 

Pokémon maintained its position as the No. 1 property in France, Belgium and the Netherlands, and it achieved its highest-ever annual position in the U.K., Germany and Italy, according to figures recorded by NPD Group1

Pokémon was the No. 1 NPD toy property in France once again, with sales almost double that of the No. 2 brand for a second successive year, achieving 14 percent growth year over year. The best-performing top 15 property, Pokémon also had 14 items in the top 50 toys of the year. 

In 2022, Pokémon achieved its highest-ever annual position in Germany, the U.K. and Italy. It was No. 4 in Germany (up from No. 9) with 44 percent growth, was the best-performing top 15 property and featured two products in the year’s top 50 toys by revenue. In the U.K., Pokémon was No. 4 (up from No. 7), and also No. 4 in Italy — its first time in the top 15 there, with the strongest growth among top 15 properties at 101 percent year over year. 

Pokémon was again No. 1 in both Belgium and the Netherlands, with four products in the top 50 items for the year in the latter country. 

The Pokémon TCG: Scarlet & Violet expansion will launch on 31 March, adopting an updated take on the Pokémon ex gameplay mechanic and introducing Tera Pokémon ex featuring unique etched artwork that spotlights their Tera Types. 

Pokémon offers a fantastic and varied toy range for fans, including Jazwares’ hugely popular, award-winning toy line — with highlights including Battle Figures, 8-inch plush and the Clip-’N’-Go Belt Set — and Mattel’s MEGA sets. 

“We built on the success of our 25th anniversary celebrations with another packed programme of exciting activity and innovative product launches, creating huge demand and buoyant sales,” said Mathieu Galante, licensing director EMEA for The Pokémon Company International. “We are delighted with the superb performance at retail, which demonstrates the brand’s continued iconic cultural relevance, and we continue to work hard to bring more innovation to fans over the coming months.” 

“2022 saw another sensational year for the Pokémon TCG,” said Simon Benton, vice president of Pokémon TCG sales for Europe. “We would like to thank our retail partners and distributors for their amazing support, which has continued to raise the profile of our products — and TCG in particular — to consumers. In another record-breaking year, Pokémon is the No. 1 NPD property in three countries and achieved its highest-ever position in other key territories, and we look forward to building on this success further in 2023.” 

The global phenomenon of Pokémon was first launched in Japan in 1996 as a role-playing game for Nintendo’s Game Boy system and reached the United States and Europe in 1998–99. Pokémon has since grown into one of the most popular entertainment properties in the world, encompassing video games, the Pokémon Trading Card Game, mobile games and apps, animation and movies, Play! Pokémon competitive events and licensed products. 

It is one of the most successful video game franchises of all time with more than 440 million video games sold worldwide. In addition, more than 22 billion Pokémon TCG cards have been shipped to 77 countries and regions in 13 languages, while the mobile game sensation Pokémon GO has received more than 1 billion downloads globally since launch in 2016. More than 1,000 episodes of the animated TV series span 25 seasons, with the series licensed for broadcast in 177 countries and regions in more than 30 languages. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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