The Pokémon Company International celebrates year of “enormous buzz and immense demand”

The Pokémon Company International enjoyed a stellar at retail in 2024, with strong sales across Europe for its Pokémon Trading Card Game and toy ranges.

Pokémon became the number one property in Italy for the first time, and also maintained its top position in France, Belgium and the Netherlands. It also consolidated its position in the top three in the UK and Germany and achieved its highest-ever annual position in Spain, according to figures recorded by Circana.

In Italy, Pokémon reached the top spot with 30% growth year on year and its market share rose by 35%. It also had four items in the top 50 products of the year in the region. While in France, Pokémon achieved 9% growth year on year and in Germany, the brand maintained its number two position, with a 0.5% gain in market share.

“Our reputation for innovation and quality, and the brand’s sense of adventure, friendship and fun, continues to resonate with our expanding and diverse global fanbase,” said Mathieu Galante, Licensing Director EMEA for The Pokémon Company International.

“We are always looking for fresh and relevant ways to connect and engage with them, and last year’s packed programme of activity, which included exciting new products and launches across our whole portfolio, once again created enormous buzz and immense demand, producing another year of vigorous sales. As we approach Pokémon’s 30th anniversary in 2026, we are gearing up with more exciting activity throughout the year designed to thrill our fans, keep Pokémon at the forefront of popular culture and build on 2024’s robust performance at retail.”

Simon Benton, Vice President of Pokémon TCG Sales for Europe, added: “Pokémon TCG continues to set the benchmark in this category, with another terrific year in 2024.

“We have worked tirelessly with our amazing retail partners and distributors to promote our products — TCG in particular – to consumers in an increasingly competitive and challenged retail environment and, helped by their fantastic support, Pokémon continues to enjoy robust success. It’s now the number one Circana property in four countries and is also performing strongly in other key territories, and we have some great things in store planned for fans throughout 2025.”