When Pokémon came to America in 1998, scores of fans rallied to embrace the universe already beloved in Japan. What's not to love? The franchise now features more than 1,000 critters, ranging from cuddly to formidable to downright spooky. Chief among them is Pikachu, whose popularity is as strong as ever. This special edition of TIME explores the power of the Pokémon franchise, discussing the history and influences behind the iconic video games. The issue documents the surge around Pokémon GO and highlights tips and tricks for mastering the game. Plus, learn about Pokémon trading cards and how to explore that lucrative market.
LIFE: Pokémon
The Power of Nostalgia • Throughout its 30-year tenure, the Pokémon franchise has balanced millennial nostalgia with attracting new, young fans.
The Adventure Begins • In the late 1980s, a fledgling video game developer in Japan proposed a product that centered on exploration, collaboration, and capturing critters. It would take nearly a decade of tribulations before Pokémon arrived in stores.
Pokémon’s Origin Story • Pikachu owes his birth to the rapid industrialization of Toyko’s suburbs and entrepreneurial teens lingering in crowded video game arcades.
More Than the Music • Pokémon’s musical maestro rose from being an amateur programmer to the franchise’s top game designer.
When Mario Met Pikachu • In 1990, Nintendo agreed to partner with Game Freak to distribute the Pokémon games. But it took six years for the monster-catching game to come to market.
The Man Who Drew Pikachu • Before he lifted a pencil to sketch an electric mouse, Game Freak cofounder and Pokémon illustrator Ken Sugimori dreamt of drawing manga.
Enter Pokémania • Pokémon came onto the global stage with a bang—dominating headlines, enrapturing children, and sending parents into a fearful frenzy.
Coming to America • Once Pokémon made a splash in Japan, Nintendo launched a yearslong campaign to bring the franchise to U.S. shores.
Monsters at the Movies • The Pokémon franchise has released more than 20 films. The first one demonstrated how powerful Pikachu’s influence was on America.
A Plentiful Pokédex • Even with more than 1,000 distinct Pokémon entries, some species hold unique renown.
Go and Beyond • The Pokémon Company reignited the franchise when it released Pokémon GO in 2016. The years following welcomed a gauntlet of new titles that transformed gameplay and excited fans.
A Real-World Revival • Not only did Pokémon GO dominate headlines in 2016, the augmented-reality game reignited a passion for a stalling franchise.
Bringing Pikachu to Life • In 2019, Warner Bros. released a live-action Pokémon movie that starred franchise mainstay Pikachu as a crime-fighting detective.
Copycats and Fakes • With the Pokémon franchise as profitable as it is, there has been a gauntlet of studios, designers, and scammers trying to recreate Pokémon’s success.
New Generations • When Pokémon released a massive new game on the Nintendo Switch in 2019, the company introduced gameplay changes and franchise shifts that set the tone for the games to come.
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LIFE: POKÉMON PHOTO CREDITS
Pokémon by the Numbers • In the franchise’s 30 years, Pokémon has tallied up some staggering stats.