How does Pokémon as global franchise work across multiple screens (game, TV, film, phone) and what role does character (kyara) have in this?

Pokémon is very firmly rooted in nearly every corner of the world. Not only is it cited to be the biggest performing media franchise of all time. The best performing media related franchise in the world is Pokémon, having generated a revenue of 105 billion U.S. dollars. It also features some of the most recognisable iconography ever devised. It is very readily apparent that this strong character basis Pokémon has built over many years is a strong deciding factor to it’s continued success.

A major influence on that reason for Pokémons, extreme success over the years is due to its use of multiple formats. Not only did it capture the hearts of people in the late 90s with Pokémon red but they are still innovating today regularly. While they are no strangers to criticism, there can be no argument about the overwhelming global success and slight resurgence of global extreme popularity that Pokémon possessed in the COVID-19 era. The blend of Real world and Pokémon became something bigger than the franchise parent’s children were all excited and consistently playing Pokémon go whether you have no interest in the franchise or were a longtime fan if you weren’t playing you were in the minority. The seeming blend of real life and digital became something people were obsessed with wanting to use the app as a form of escapism in a time where people were struggling. “Today the app has been downloaded more than 1 billion times worldwide instead of mediating. Our realities with fantasy were increasingly eliminating the difference.” (Alt M, 2020 Pg 299) having something so popular the accessible on phones, which are an extremely common device allows people that would’ve had no interest in Pokémon to be swept up in it with relative ease. Nearly an 8^th of the global population downloading a phone game is no joke, there is no doubt the red and white Pokémon symbol would be noticed in nearly every household in the west and east.

The role of Kyaras in media are franchise characters, extremely marketable characters who serve as ambassadors or a symbol that’s indefinitely linked with their origin series. Pokémon has a multiple of these which further lends to its extreme success. The former headliner of the Pokémon anime Ash Ketchum Is synonymous with the franchise to the point it is nearly impossible to mention one without the other. Ash’s journey within the anime is a surprisingly relatable one, intrinsically linked with childhood and growing up; in choosing to make the character relatable especially to a young audience it really allowed him to flourish and be idolised by many children growing up. Not only does the tv series capture the inherent fun of collecting and battling in the games but furthermore develops Ash and his companions as people. “Rather their narratives centre on the continuing personal journey of Ash and his associates” ( Geraghty L, 2015 Pg 79) The seemingly selfless nature he possess not only make him popular but within the films and series himself gain him recognition from seeming deities almost like ash himself transcends his human nature to reflect on what an incredibly important character he has become both in and outside of the Pokémon universe. Serving as the main hero in every movie and usually the catalyst for overcoming adversity – this is no more apparent than in Pokémon 4Ever“Ash’s challenge to protect utopia reflects the moralistic tone of the entire Pokémon franchise and again underscores the importance of self sacrifice and the individuals role and adjust an equal society” ( Geraghty L,  2015 Pg 79-80).

With all of this said, I believe that Pokémon is worn off the most recognizable franchises on the planet and a major part of this is due to its incredible use of technology and modern advertising, as well as it’s extremely recognizable characters. There is hardly a person in modern civilized places that would not be able to distinguish Pikachu or Ash Ketchum not only due to the anime’s incredible popularity, but also to ashes, incredible character that truly resonated with a large portion of people growing up. The incredible global storm that was Pokémon go is still regularly spoken about today and has steadily helped increase the readily notable franchise to global domination of nearly every market, it’s in whether it be films, games and or TV.

Bibliography:

Alt M (2020) Pure invention: How Japan’s pop culture conquered the world

Geraghty L (2015) Children’s film in the digital age. An evolutionary journey: Pokemon, mythic quests and the culture of challenge.