Pokémon Appoints New Master Toy

The Pokémon Company International has tapped Wicked Cool Toys to serve as the master toy licensee for the Pokémon brand.

April 6, 2018

Pokémon Appoints New Master Toy

Wicked Cool Toys will create new toys based on the popular franchise’s animated series. Tomy will continue to create products inspired by the brand’s video games.


Starting in July 2018, Wicked Cool Toys will have the rights to manufacture and market action figures, play sets, plush, role play items and other toys based on the animated series worldwide, excluding regions in Asia where the brand is managed by The Pokémon Company.

The Pokémon Company International has also become a strategic investor in Wicked Cool Toys and will have a seat on the toy company’s board of directors. The partnership will also allow for enhanced collaboration in the development of Pokémon toys and is in line with the partnership approach the company engaged in with Niantic, the developer and publisher of “Pokémon Go,” last year.

“Toys are a major part of Pokémon’s mission to bring the fun and joy of the brand to kids and fans around the world, and we’re excited to welcome Wicked Cool Toys to the Pokémon family as its master toy licensee,” says Colin Palmer,

vice president, marketing and licensing, The Pokémon Company International. “Wicked Cool Toys is a growing company, and we’re thrilled to build a strategic partnership with them through both collaboration and financial investment.”

Wicked Cool Toys will immediately begin the development of Pokémon Toys, with the first products slated to hit retail in fall 2018.

Meanwhile, Tomy, the brand’s current master toy partner, will continue to be a key licensee and will produce select products inspired by the brand’s video games, such as the Pokémon Z-Ring, which interacts with “Pokémon Sun” and “Pokémon Moon” games.

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