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Old 08-29-2007, 06:51 AM
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Default The New York Times: Remember Squirtle and Jigglypuff?

The New York Times: Remember Squirtle and Jigglypuff?

The New York Time has an article on Pokemon's marketing strategy.

Remember Squirtle and Jigglypuff? They’re Back (The New York Times)


Also in June, Pokémon USA’s trading card unit began shipping a new series of cards featuring the 104 characters created for the Diamond and Pearl introduction (like Piplup, Chimchar and Turtwig) as well as many of the old characters.

It was the first time that new games, a new television season, and a fresh batch of cards were introduced in this country at roughly the same time, Ms. Rawlinson said. “All the elements support each other,” she said. “The kids play the Diamond and Pearl games and watch the new shows, and they immediately want to get the new cards.”

Another element of the revival has been a change in toy vendors, from Hasbro to Jakks Pacific, which introduced a new product line. Jeremy Padawer, Jakks’s vice president for brand marketing, said Hasbro had focused on a few main Pokémon characters, but his company is shipping toys that use more than 100 of the 500 characters.

The new merchandise was showcased this summer at the Toys “R” Us store in Times Square, which opened a temporary Pokémon boutique. Next month, Toys “R” Us plans to open Pokémon boutiques in its 585 other domestic stores, said Ronald D. Boire, the president of Toys “R” Us.

Sales of the trading cards this year have already exceeded sales for all of 2006, and by the end of the year are expected to triple last year’s total, according to Pokémon USA. The June 4 debut episode of “Pokémon Diamond and Pearl” on the Cartoon Network was the top-rated show that day for boys ages 6 to 11.

Total merchandise sales this year are expected to exceed $50 million, compared with less than $4 million last year, Ms. Rawlinson said.

After the overexposure issues of recent years, the company has learned to be more selective about licensing its name. “We get requests for all kinds of products, but now we turn a lot down,” Ms. Rawlinson said. Would-be Pokémon products that ended up on the reject list include diapers and gerbil cages.
To read the entire article, go here: Remember Squirtle and Jigglypuff? They’re Back


PE2K Comment
Again, the idea of "all the elements support each other," meaning, the new games, new TV show season, and new cards all were introduced around the same time so they help each other. A very important aspect that has been practiced for Pokemon in Japan for a long time, but only recently applied here.


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