Target celebrating Pokémon with collection, Joe Jonas, social campaign
Target Corp. is going all out to mark the 30th anniversary of Pokémon with exclusive merchandise, social and in-store promotions, and a little star power.
The discount giant is co-creating an exclusive, limited-time collection with Pokémon to celebrate 30 years of the iconic brand. Target is the only U.S.-based mass retailer to partner with Pokémon on a collection for this year's milestone anniversary.
The "Pokémon x Target" collection features more than 100 items across categories including apparel, accessories, home goods, food and beverage and will roll out in two phases, with about 65 items launching May 2, 2026, and about 40 additional items launching June 6.
Target included many longtime fans of the trading card series in the design of the assortment. Nearly half of the product line will be priced under $20, and items will start at $3.50.
"We know our customers love Pokémon, and we worked with the brand to make this 30th celebration really fun and exciting — even tapping long-time fans within our own team to design it," said Gigi Guerra, VP, creative curation, 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."
Promotional campaign includes social and in-store elements, Joe Jonas
A social-first promotional effort will span digital, social, out-of-home and community-led platforms, starring pop music celebrity and longtime Pokémon fan Joe Jonas. The campaign will feature real Pokémon fans and creators in a custom-built social media environment inspired by the trading cards.
In addition, beginning May 2 at store open, customers can shop the first drop of the collection in Target stores and the assortment will be available May 3 on Target.com. Many locations will host immersive in-store experiences and giveaways, including Target SoHo in New York City, which will feature interactive elements like character meet-and-greets and photo opportunities inspired by Pokémon.
eBay partners with Pokémon
Online giant eBay has a long history of collaborating with Pokémon for special promotions and curated assortments. Most recently, the company offered "The 30/30 Collection" – an assortment of high-value Pokémon collectibles auctioned exclusively on its livestream shopping platform on "Pokemon Day," which honors the Feb. 27, 1996 debut of the original version of what would become the global trading card game Pokemon in Japan.
[READ MORE: eBay marks 30 years of Pokemon with live auction, programming]
eBay began observing Pokemon Day in 2024 with a one-day livestream shopping event and auction. In 2025, the online retailer launched the "Evolving Shop," a curated three-day shopping experience featuring Pokemon-themed rare trading cards and merchandise.
"For 30 years, Pokémon has sparked joy, imagination, and connection for all types of fans,” said Amy Sachtleben, senior director of licensing and promotions at The Pokémon Company International. “This collection is designed to bring that sense of fun and adventure into everyday life. Target shares our commitment to thoughtful brand stewardship, ensuring the collection authentically captures the spirit of Pokémon while offering a wide range of products that reflects the diverse interests of the community.”
Headquartered in Minneapolis, Target Corp. operates more than 2,000 U.S. stores and online.
