Pokémon x Target

Pokémon turned 30, and just about everyone wanted in on the celebration. Target joined the fun with an exclusive, limited-time collection for Trainers of every generation. With a fandom this passionate, we knew exactly who should lead the campaign: the fans themselves. We cast real Pokémon content creators as real-life “Trainers”, bringing them into a custom-built, Pokémon-inspired world alongside lifelong fan Joe Jonas. The creators also helped break the news to their own communities, giving fans a starring role in celebrating the franchise they love.

Because once a Trainer, always a Trainer.