The Pokémon Company International has announced a yearlong 30th Anniversary campaign beginning this weekend with a Super Bowl LX commercial. A short teaser released to the company's YouTube channel shows Jigglypuff backstage on a couch, setting the tone for what the company calls the "campaign debut" of anniversary details, announcements and activities.

The campaign leads into an anticipated Pokémon Day programme on 27 February, with more anniversary events and reveals planned throughout the year. In a press release, Pokémon Company International president Kenji Okubo said: "The Pokémon community has been the foundation and inspiration for the brand since the very beginning, and the passion of our fans is what has allowed Pokémon to have a lasting impact on pop culture around the world and across generations. As we look to the next 30 years and beyond, we invite trainers to join in celebrating this landmark milestone, starting with Super Bowl LX, where they'll see themselves and their fandom reflected in unexpected ways."

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Retail activity tied to the anniversary is already under way. The Pokémon TCG: Pokémon Day 2026 Collection is available now at participating retailers, while the Pokémon TCG: First Partner Illustration Collection will begin with Series 1 on 20 March. Series 1 spotlights first partner Pokémon from the Kanto, Sinnoh and Alola regions, with additional regions slated for future releases.

Exclusive 30th Anniversary merchandise has also appeared on the Pokémon Center online store, featuring apparel and TCG accessories inspired by the anniversary. The company said more items, events and collaborations will be revealed over the coming months as part of the yearlong celebration.

The Super Bowl commercial serves as the public launch point for the anniversary campaign and is expected to be followed by further announcements around Pokémon Day and throughout 2026.