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30 years of Pokémon

Pokemon Trading Card Game and Pikachu figure

IR trade mark 1799101 and DE 398210950

From collecting insects to a global brand phenomenon

Video games, trading cards, TV series, movies … Pokémon is one of today's most famous entertainment brands in the world. Within a few decades, what began as a rather simple idea has become a global media and licensing empire - with a strict trade mark management and millions of fans.

The idea behind Pokémon: Satoshi Tajiri and his love of insects

The creator of Pokémon is the Japanese game developer Satoshi Tajiri (born in 1965). His inspiration stemmed from an unusual childhood hobby: collecting insects. Back then, his friends lovingly called him "Dr Bug".

When Tajiri saw a Game Boy with a link cable for the first time at the beginning of the 1990s, he imagined how little creatures could wander through the cable. A vision was born: collect digital creatures, trade them and let them fight against each other.

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Back in 1982, Tajiri founded the gaming magazine "Game Freak" together with some friends. Later this became the development company of the same name, which created the Pokémon games together with Nintendo and Creatures. Co-founder Ken Sugimori was responsible for the iconic Pokémon illustrations.

The development of the first video games took around six years and actually faced financial ruin more than once. But on 27 February 1996, the first editions were released in Japan - the beginning of a global success story.

The game character "Ash Ketchum" is based on Tajiri himself; in the Japanese original version, it even has his name, "Satoshi". "Ketchum" refers to the game's famous slogan: "Catch 'em all".

From "Capsule Monsters" to Pokémon

Originally, Tajiri wanted to call his creatures "Capsule Monsters", as they were stored in capsules in the early drafts of the game. But the rights to this name were already taken. And so the famous short version of "Pocket Monsters" was born: Pokémon.

Already in the early stages of the game, a comic and later an animated series were also developed. And due to the enormous success of the games, the Game Boy saw a massive revival - millions of gamers were collecting their own Pokémon all over the world.

Pokémon as a global brand

Pokemon GO graphically designed

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The trade mark rights to Pokémon are managed worldwide by Nintendo, Game Freak and Creatures together, organized by the Pokémon Company. Especially designations, logos, designs and numerous characters enjoy protection.

European Union trade marks (EM) for game titles and products:

  • Pokémon GO – EM 015162647
  • Pokémon Moon – EM 015148919
  • Pokémon Y – EM 011727526
  • Pokémon Quest – EM 017983779

Individual protected characters and titles (examples):

  • Detective Pikachu – IR 1478175, EM 017252784, EM 017983777 ("Let's Go Pikachu")
  • Mewtwo – EM 001275437
  • Evoli – EM 001275239 (e.g. classes 28, 20, 09)
  • Mew – IR 1880421

Starter Pokémon such as Bisasam (EM 001275890), Glumanda (EM 001275353) and Schiggy (EM 001275312) are also protected by trade marks.

The commercial use of these marks without consent may constitute a trade mark infringement. Even fan art is only permitted within a private, non-commercial context. Rightholders regularly prosecute unauthorised use.

Collecting, trading, playing - the Pokémon universe

Card sleeve featuring Pokémon cards, protected as a Community design

UGM 009066665-0001

Pokémon are fictious creatures that live together with humans and go on adventures with them. Trainers build a relationship with their Pokémon, develop their skills and compete against each other in friendly battles.
Today, the brand offers a huge media and product universe:

  • video games and apps
  • animated series and movies
  • toys, clothes and merchandise
  • books and comics
  • the Pokémon trading card game

In the trading card game, two players with decks of 60 cards each compete with each other. Special beginner sets such as "My First Battle" or "Battle Academy" make it easy to get started.

Some cards have reached enormous value. Especially rare copies like the "Pikachu Illustrator" card go for millions at auctions.

A worldwide entertainment phenomenon

Outside Asia, the Pokémon Company International is responsible for trade mark management, licensing, the trading card game, TV series and other media products. Since its beginnings in 1996, Pokémon has become one of the most successful brands for children's and youth entertainment worldwide.

Pictures: DPMA from DPMAregister and eSearch plus

Last updated: 30 March 2026