In celebration of its 25th anniversary, Pokémon has launched a limited-edition collection with Levi’s featuring the denim brand’s signature styles updated with the franchise’s bright colors and graphics.
Among the playful pieces for adults and children are graphic T-shirts, trucker jackets, jeans, crewneck sweatshirts, bags and headwear emblazoned with the game’s popular characters, including Pikachu, Charizard and Snorlax. Fans can customize their picks with a personalized message, laser-etched design and more using Levi’s customization tools online.
The Levi’s Pokémon collaboration is just one part of the franchise’s massive 25th anniversary celebration, which includes a global music campaign with Universal Music Group (UMG), dubbed P25 and headlined by Katy Perry, as well as year-round programming involving artists from UMG’s labels.
Pokémon is kicking off the festivities with a free virtual Post Malone concert on February 27, which fans can watch on Pokémon’s YouTube, Twitch or anniversary website. After the show, the company will reveal details about Perry’s participation and how the P25 Music program will come to life this year.
On the day of the concert, Pokémon will be running music-themed episodes of Pokémon the Series via Pokémon TV and the Pokémon TV mobile app.
In addition to music-themed activations, Pokémon has partnered with a host of brands on promotions and merchandise. From now until March 8, fans can visit participating McDonald’s to receive four Pokémon Trading Card Game cards and a new toy in every Happy Meal. Pokémon also has collaborations lined up with Build-A-Bear Workshop, General Mills, Jazwares, Scholastic, Mattel, Funko, PowerA and The Wand Company.
In-game Pokémon events are slated to take place as well. Starting February 25, players can add a special Pikachu to their Pokémon Sword or Pokémon Shield with a special password they can access on the game’s website, social media channels, and Trainer Club newsletter. In keeping with the P25 music theme, this Pikachu will have the ability to perform a move called Sing.
Fans can shop from a line of branded Pokémon collectibles throughout the year, which will include a 25th anniversary-themed skateboard by Bear Walker, and a special collector’s binder for Pokémon trading cards available at participating retailers.