The Path to Poke-Power: Matching the dominance of the Pokemon Franchise

by Anthony Judilla

“Gotta Catch’em All!”, “I Choose You!”, and “What kind of Pokemon are you?” are all trademark phrases of one of the most successful franchises to arise over the past ten years. Since Pokemon’s creation in 1995 by Nintendo’s Satoshi Tajiri, it has grown and evolved from its premise as a game boy role-playing game. The original Pokemon game had its player travel around the world catching different kinds of Pokemon each with different appearances and abilities, leading to the catch phrase “Gotta Catch’em All!”, which would prove to win its audience over. The games addicting yet playful nature spread throughout Japan and eventually to America, where if solidify itself as a part of pop culture years nearly a decade after its introduction. There are successful toy lines, trading cards, books, clothes, and just about anything you can think of with the “Pokemon” stamp on it. Pokemon the animated series even holds the record for the longest running TV series of all time in terms of number of episodes aired. Pokemon’s success is attributed to its television series and the ability to draw in and retain its target demographic through its enticing and engaging nature. (Howard Chua-Eoan and Tim Larimer, 1999).
Young Ones, Ages 4-6
Children often have affinities to monsters or animals at very young ages. Children also require ways in which to deal with fantasy by re-enacting what they see and making their dreams seem as real as possible. (Weiten, 284) Pokemon is able to use this childhood necessity to draw kids in. The television show depicts several methods of Pokemon interaction that range from running through large grassy fields, playing with one’s Pokemon, battling others, and evening caring for Pokemon for the sake of company. “Oh you’re my best friend” (John Siegler, 1996), lyrics from the show’s opening theme song, makes viewers actually care for all the Pokemon they see on the show, the game, or their stuffed Pikachu doll. The known first 150 Pokemon were so diverse and individual that all children were able to find a favorite, and thus feel an obligation to care for that cute Squirtle or tough Tauros. Kids would tune into the show just to see if the main character “Ash Ketchum” encountered their favorite Pokemon that day, and ending theme song’s often ended with catchy “poke-raps”. If one tuned into these raps 5 days a week then all 150 the Pokemon could be recited. Along with these raps short songs and catchy tunes about Pokemon were also added to keep viewers watching until the very end of each show. “What kind of Pokemon are you?” would often play at the end, appealing to an advertisement’s basic need for affiliation. By choosing a Pokemon to associate with, each child could feed their hunger for belonging and live off the feeling of having a Pokemon to relate to. (Fowles 76).
As they get older, 7-12 year olds
The cute appeal of the 150 lovable Pokemon doesn’t always cut it when it comes to grabbing the attention of slightly older children. Action, explosions, and flashes of light draw this demographic into the Poke-fray. Besides the viewing these visual stimulants, kids can also be in control of them in the Pokemon game, or use their imaginations in the trading card game. The original game on the handheld systems couldn’t quite competed with the animated shows graphics, so the same game was created for TV consoles and “Pokemon Stadium” was born. The ad showed a large arena stadium filled to capacity with a roaring crowd, as the announcer claimed “There’s a battle raging on, a battle for destiny”. This epic description of the game allowed older audiences to not only see these Pokemon in newer more vibrant ways, but it put them more in control over these monsters then ever before, by rewarding commands with stunning graphic elements and the feeling that they are real Pokemon trainers.
The game play of the game boy games requires players to trade with other people with different versions of the game. Each generation comes out with two different versions of the game, with some Pokemon exclusive to a version. Trading is the only way to complete one’s “pokedex” which logs all of the Pokemon seen or caught. The interaction with others and the need to fulfill this pokedex stresses the advertisement’s appeal for achievement. Kids have to “Catch’em” all, and want to be able to tell their friends that they have accomplished the feet, as well as completely beat every element of the game.
Pokemon controversy
The very action and appeal that lured kids into Pokemon also had its controversy. On December 16, 1997, an episode of Pokemon caused almost 700 children in Japan to go into shock and suffer seizures, due to a segment in the episode where a Pokemon was flashing and red and blue light for an extended period of time. (Takeo Takahashi 1997). This led to the episode’s banning from America, and the temporary ban on Pokemon episodes in Japan for four months. Although this was an isolated event, many used it to lash out against the Pokemon franchise, with claims that the way become change and evolve disrupts the theory of evolution (Thomas A. Carder, 1999) and that it causes increased tendencies towards animal violence (Salley Gurney, 2000). All these claims however have had little effect on the sales of Pokemon merchandise, game sales, or program ratings. Toys are still being manufactured, new games are still being developed, and the TV show is still on the air with about 600 episodes and counting. If these controversies had any negative effect on the franchise, they aren’t significant enough to slow down the unstoppable force that is Pokemon.
Retention of followers
It is clear that Pokemon has several different venues in which to attract happy kids, but what is as equally as important as attention, is the retention of the kids who love Pokemon. Pokemon started with just 150 species, but is now up to a whopping 493, not including the next generation, which is predicted to be released late next year. When the game ad’s are shown, the emphasis on “brand new” “never before seen Pokemon” are ways to put a new spin on the series, and is effective in creating new sales of the video game, not to mention new characters to appear on paraphernalia and friends to join the main character of the show. Ash also starts his journey’s over after he reaches the end of one region, so the feeling of adventure is reborn as the new season airs. The card game also produces different versions of the same Pokemon, giving them ways to resell packs of cards and new stronger versions of what one already has. They market them as “Pokemon EX” or “Dark Series” to give the new cards more appeal and attention.
Conclusion
Pokemon, a word derived from beginning of the words “pocket” and “monster”, has grown from a simple video game, to a franchise with venues all over the world, and major footholds in the US and Japan. It has cemented its place in the homes of almost everyone, whether they are trading cards and stuffed dolls, or the games and the DVD collection of Ash’s first journey. Its ability to reach out and attract virtually kids of all ages, and its proficiency at keeping those kids buying Pokemon merchandise is the reason Pokemon is so successful. The television show is still interesting enough to keep old and young entertained, and with new Pokemon being discovered and new adventures with Ash, it’s hard to imagine an end to the Pokemon world.


References
Chua-Eoan, H (1999). Beware of Pokemania. Retrieved September 17, 2008, from http://www.time.com/time/magazine/article/0,9171,34342-4,00.htm

Fowles, J (1996). Advertising and Pop Culture. Thousand Oaks, CA: Sage.

Gurney, S (2000). Pokemon - it genuinely worries me.. Retrieved September 17, 2008, from http://www.epinions.com/game-review-330B-709F097-395B74B4-prod2

Min Zhang, Y (1999). Color Changes In TV Cartoons Cause Seizures. Retrieved September 17, 2008, from http://web.archive.org/web/20041108175456/http://www.sciencedaily.com/releases/1999/06/990601080722.htm

Siegler, J (1996). Pokemon Season 1 Theme Tune. Retrieved September 17, 2008, from youtube Web site: http://www.youtube.com/watch?v=GEx6YII6LUM

Unknown (2000). Pokemon Stadium commercial. Retrieved September 17, 2008, from youtube Web site: http://www.youtube.com/watch?v=6h858K3FX3o

Unknown, (1999). Pokémon "Gym Challenge" Card Set - Commercial. Retrieved September 19, 2008, from youtube Web site: http://www.youtube.com/watch?v=apM1xTAwIAE

Weiten, W (1995). Psychology: Themes and Variations. New York, NY: Brooks/Cole Publishing