Pokémon 30th Anniversary Collection will be available at Target with over 100 exclusive items, including apparel, accessories, food, and more, releasing in two phases starting May 2. Here’s what to expect from the collection.
Pokémon 30th Anniversary Collection from Target Includes Over 100 Exclusive Items
Release Date Set in May for a Two-Phase Release
Pokémon is celebrating its 30th anniversary, and Target announced a limited-time collection of merchandise in an April 15 press release. The collection includes over 100 exclusive items and will roll out in two phases, with around 65 items launching in stores on May 2 and becoming available online on May 3 at 9 a.m. ET / 6 a.m. PT, followed by roughly 40 additional items on June 6.
Co-created with The Pokémon Company International, the collection includes apparel, accessories, lifestyle products, and food and beverage items. Target is also the only US-based mass retailer offering an exclusive collection for the anniversary. Availability may vary depending on stock.
Exclusive Apparel and Accessories with Fan Designed Details
According to Target, the collection tapped longtime fans within its team to help design it, incorporating "if you know, you know" details throughout the collection. "We worked with the brand to make this 30th celebration really fun and exciting…" said Gigi Guerra, Vice President, Creative Curation at Target. "It's a clear expression of how Target leads with merchandising authority—bringing together our trend expertise and deep fan insights to create what guests are excited about right now, in a way that's unmistakably and exclusively Target."
Apparel makes up a large portion of the lineup, including graphic tees, reversible jerseys, and a Kanto-inspired Starter jacket. Designs are available in both adult and children’s sizes.
The collection also includes accessories and lifestyle products such as keyboards, water bottles, headphones, tote bags, hair clips, fragrances, and kickballs. Other items include Trapper Keeper-style binders, Butterfree hair clips, and life-size 151-piece puzzles, alongside collaborations with nostalgic brands like Mead, Caboodles, Lip Smacker, and Starter. Pricing varies across the lineup, with many items priced under $20 and entry-level products starting at $3.50.
Joe Jonas and Creators Lead in Social Media Campaign and In-Store Events
The launch is supported by a social-first campaign that taps real Pokémon fans and creators to share the news and appear as real-life Trainers in a custom-built Pokémon-inspired world. The campaign features creators Sydeon, SuperDuperDani, PhillyBeatzU, Noah Dankocsik, Lori Haynes, Stephosaurawr, and Aspen, alongside longtime Pokémon fan Joe Jonas, who also stars in the campaign.
Select locations will host immersive in-store experiences and giveaways, including Target SoHo in New York City, where visitors can take part in activities such as character meet-and-greets and themed photo opportunities inspired by Pokémon.
"For 30 years, Pokémon has sparked joy, imagination, and connection for fans," said Amy Sachtleben, senior director of licensing and promotions at The Pokémon Company International. The collection aims to bring that sense of fun into everyday life, with products designed for both longtime Trainers and newer fans, while reflecting the community’s wide range of interests, added Sachtleben.
First launched in Japan in 1996, Pokémon has since grown into a global franchise spanning video games, trading cards, animation, and merchandise. Recent announcements include Pokémon Day Out and Night Out events—featuring EDM performances by Marshmello and Alison Wonderland—alongside recent game releases such as Pokémon FireRed and LeafGreen on Nintendo Switch and Pokémon Champions on mobile.
