Target tapped Joe Jonas and content creators for its new Pokémon campaign. With Pokémon’s resurgent popularity among Gen Z over the last few years, Target is leaning into the fandom and nostalgia with this new merch line. And who represents Gen Z nostalgia more than a Jo Bro? In celebration of Pokémon’s 30th anniversary, Target launched a social-first campaign to promote a 100-item limited-edition line of products, with creators posed as “trainers” to spread the word beyond pure fan or celeb appeal. Within the collection, there will also be collabs with nostalgic companies like Mead and Lip Smacker for merch. Notably, this will make Target the only mass retailer to collaborate with Pokémon for its 30th anniversary. YPulse has told you that Target has been a top destination for Pokémon card buyers—they even had to pause in-store sales of packs a few years ago due to reports of “unruly behavior.” (Marketing Dive)
👀 Read more from YPulse: Pokémon’s $12M Digital Trading Cards on The Viral List
