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Character Licensing: Pokemon Getting a Poetic Apparel Collection

By Allison Watkinson

TLL Reporter

The specialist apparel licensee, Poetic Brands, has partnered with ASOS to design and manufacture a Pokemon-themed apparel collection.

The collection features t-shirts, dresses, hoodies, knitwear, shorts, a denim jacket, denim short dungarees, swimwear and accessories.

“We are thrilled to launch this ’90s inspired cross category collection in partnership with Poetic Brands and ASOS,” said Mathieu Galante, Licensing Director EMEA at The Pokémon Company International. “The diverse apparel range has something for everyone across ASOS’s core market of young adults.”

ASOS is an online retailer that focuses on merchandise based on iconic licensed entertainment brands. This Pokemon partnership builds on Poetic Brands’ ongoing relationship with the popular online retailer.

The design and marketing for the apparel range is based on ’90s Pokemon nostalgia. Pokémon was originally created in Japan in 1996, with the launch of the Pokémon Red and Pokémon Green video games for the Game Boy. The brand then added an incredibly popular Pokemon trading card game.

“Pokémon is instantly recognisable and loved globally,” said Anne Bradford, Commercial Director of Poetic Brands. “The twenty-somethings who grew up with the brand are now the fashion-forward ASOS customer, so the collaboration has the perfect synergy.

“Gen Z is also seeking nostalgic comfort in a pre-social media era, as they reminisce about old, joyful times while gaming, and therefore ‘gamerstalgia’ is trending. We’ve really enjoyed bringing these iconic characters to the ASOS collection and are looking forward to seeing the designs being worn by fans,” Bradford added.

The Pokemon brand has grown to become one of the highest grossing entertainment franchises of all time, with more than 380 million video games sold worldwide. The Pokémon franchise currently has more than 20 different television series.