Pokemon is teaming up with Ed Sheeran for a new single titled “Celestial,” which is sure to tap young Europeans’ dual love of music and manga.

Pokemon is teaming up with Ed Sheeran for a new single titled “Celestial,” which is sure to tap young Europeans’ dual love of music and manga. YPulse has been tracking young consumers’ rising interest in manga and anime for a while now, and has watched as brands have successfully tapped into the trend to reach Gen Z and Millennials. Meanwhile, the ‘90s-era Pokemon craze is back as a new generation of consumers try to “catch ‘em all.” Now, the Pokemon Company is launching collabs across the spectrum to continue to feed young consumers’ growing interest—including teaming up with musicians. The company has collaborated with other artists in the past, including Katie Perry, Post Malone, and Lil Yachty. Now, U.K. singer-songwriter Ed Sheeran is collabing with the manga brand for the second time. Back in November, Ed Sheeran got involved with Pokemon Go with a live in-app performance that featured many water-type Pokemon (his fav!) and offered fans the chance to win Sheeran cosmetics, too. This time around, he’s releasing a song. While there isn’t much said about the song until it’s released on the 29th of September, we do know that Pikachu plays a role. With music a popular pastime among young Europeans and 27% saying they follow manga / anime (according to YPulse’s WE Local / Global Citizenship Report), the single is set to be a hit. (TheGamer)