Pokémon enjoyed year of “massive buzz, intense demand and vigorous sales” in 2025

Pokémon celebrated another incredible retail year in 2025, with strong sales and record-breaking growth across Europe for the Pokémon Trading Card Game and toy ranges.

According to Circana figures, Pokémon had its best-ever year in the UK, claiming the number one position for the first time, up from number three last year, enjoying 45% growth year-on-year, achieving a 3.7% market share. Elsewhere, in Germany Pokémon moved up to number one from number two, with 59% growth YOY and a 5.5% market share.

In another strong year in Italy, Pokémon retained the top spot, with 70% growth YOY and a market share of 7.1%. In France, it was the top Circana toy property too, boasting 59% growth with a market share of 8.6%. Pokémon was also number one in both Belgium and the Netherlands. It saw 141% growth YOY in the Netherlands, with 8% market share, while growth in Belgium was 59% with a 5.7% market share.

“We are delighted that our ever-expanding, diverse global fanbase continues to treasure Pokémon and seek out ways to engage and connect with the brand,” said Mathieu Galante, Senior Director of Licensing EMEA for The Pokémon Company International.

“We work hard to maintain our reputation for innovation and quality, and to offer exciting and relevant new products and experiences designed to thrill them and keep Pokémon at the forefront of popular culture. Last year, our vibrant programme of activity yet again created a massive buzz and intense demand, stimulating another year of vigorous sales. With 2026 being Pokémon’s 30th anniversary, we have a hugely exciting year ahead, with an extra-special raft of launches, collaborations, events and experiences to celebrate in style and to build on 2025’s robust performance at retail.”

Simon Benton, Vice President of Global TCG Sales, added: “Pokémon’s continued success as a global toy brand and cultural phenomenon — with appeal that spans generations — has driven another exceptional year. Demand for Pokémon products remains incredibly strong, and we’re working hard to increase manufacturing capacity so we can meet the needs of fans around the world.

“By continuing to collaborate closely with our retail partners and distributors, we’re bringing Pokémon to life in engaging and exciting ways across multiple categories. Their ongoing support is helping to fuel our momentum, with Pokémon now number one in six key territories across Europe.”