The Pokémon franchise is one of the most recognizable brands in the world. From video games and anime to trading cards and merchandise, it dominates global pop culture. But many fans still wonder, who owns Pokémon? This article takes a deep dive into the history, ownership structure, financials, and major stakeholders behind the Pokémon brand.
History of Pokémon
Pokémon was first introduced in 1996 as a video game series created by Game Freak and published by Nintendo. The original titles, Pokémon Red and Green, were launched for the Game Boy in Japan. The concept was developed by Satoshi Tajiri, inspired by his childhood hobby of collecting creatures.
Following its success in Japan, the franchise expanded into an international phenomenon. It grew rapidly to include an anime series, a trading card game, toys, mobile apps, and movies. The name “Pokémon” is short for “Pocket Monsters,” which remains its Japanese title.
Over the decades, Pokémon has become one of the most successful entertainment franchises in history, consistently expanding its reach and evolving its brand.
Who Owns Pokémon: Top Shareholders
Pokémon is not owned by a single company. It is controlled by The Pokémon Company, a joint venture formed by three key companies in Japan: Nintendo, Game Freak, and Creatures Inc.
The Pokémon Company was established in 1998 to manage the brand, licensing, marketing, and related business aspects of the franchise. While Nintendo plays a major role, it does not fully own Pokémon outright.
The intellectual property of Pokémon is shared among these three companies, with each having a specific stake and function in the overall management.
Below is an overview of the major shareholders of Pokémon:
| Shareholder | Ownership Stake | Role and Contributions |
|---|---|---|
| Nintendo Co., Ltd. | ~32% | Publishes and distributes mainline games, owns hardware platforms, co-manages global brand. |
| Game Freak Inc. | ~32% | Original creator of Pokémon, develops mainline video games, manages gameplay and design. |
| Creatures Inc. | ~32% | Designs 3D models, develops the Pokémon Trading Card Game, handles character design. |
Nintendo Co., Ltd.
Nintendo holds approximately a 32% stake in The Pokémon Company, making it one of the three equal co-owners of the franchise. Beyond its ownership share, Nintendo plays a pivotal role in the Pokémon ecosystem. It is responsible for publishing and distributing the mainline Pokémon games worldwide, providing the hardware platforms (like the Nintendo Switch) on which these games run, and supporting localization and marketing efforts. Additionally, Nintendo owns a minority stake in Creatures Inc., further solidifying its influence within the franchise’s operations.
Game Freak Inc.
Game Freak, established in 1989, is the original creator of the Pokémon series. It also owns roughly 32% of The Pokémon Company. As the primary developer of the mainline Pokémon games, Game Freak is responsible for game design, programming, and maintaining the core gameplay mechanics that have defined the series. The company ensures that each new installment aligns with the franchise’s vision and continues to innovate within the established framework.
Creatures Inc.
Creatures Inc., founded in 1995, holds about a 32% stake in The Pokémon Company. While it may be less known to the general public, Creatures plays a crucial role in the franchise. It is heavily involved in the development of the Pokémon Trading Card Game, 3D modeling and animation for Pokémon characters, and various spin-off titles. Creatures’ expertise in design and development complements the efforts of Nintendo and Game Freak, ensuring a cohesive and expansive Pokémon universe.
Who is the CEO of Pokémon?
As of 2025, Tsunekazu Ishihara continues to serve as the President and CEO of The Pokémon Company, a position he has held since the company’s inception in 1998. Under his leadership, the Pokémon franchise has evolved into one of the most successful media properties globally.
Background and Career
Born in 1957 in Toba City, Mie Prefecture, Japan, Ishihara graduated from the University of Tsukuba’s Graduate School of Art and Design in 1983. He began his career in the video game industry as a producer, contributing to titles like EarthBound. In 1995, he founded Creatures Inc., which played a pivotal role in developing the original Pokémon Red and Green games released in 1996. Recognizing the need for dedicated brand management, Ishihara established The Pokémon Company in 1998 to oversee the franchise’s expanding operations.
Leadership Philosophy and Vision
Ishihara emphasizes innovation as the cornerstone of Pokémon’s enduring success. He believes that the franchise’s ability to bridge the real and virtual worlds is its greatest strength. This philosophy is exemplified by ventures like Pokémon GO, which integrates augmented reality to bring Pokémon into players’ real-world environments. Ishihara envisions the franchise thriving for another 50 to 100 years, provided it continues to evolve and avoid complacency.
Organizational Structure and Decision-Making
The Pokémon Company operates as a joint venture between Nintendo, Game Freak, and Creatures Inc., each holding approximately a one-third stake. While Ishihara serves as the CEO, major decisions are made collaboratively among the three parent companies to ensure balanced governance. This structure allows for a unified approach to brand management, game development, and global marketing strategies.
Key Executives Supporting the CEO
Supporting Ishihara in steering the company are several key executives:
- Takato Utsunomiya: Chief Operating Officer (COO), responsible for overseeing daily operations and ensuring alignment with the company’s strategic goals.
- Junichi Masuda: Appointed as Chief Creative Fellow in 2022, Masuda brings decades of experience from his tenure at Game Freak, contributing to the creative direction of the franchise.
Together, this leadership team continues to guide The Pokémon Company in expanding its global presence and adapting to the evolving entertainment landscape.
Annual Revenue and Net Worth of Pokémon
In the fiscal year ending February 2024, The Pokémon Company reported a record-breaking revenue of approximately ¥297.5 billion (about $1.9 billion), marking a 15% increase from the previous year. The overall total revenue from all sources in 2024 is around $12.7 billion. This impressive growth was achieved despite the absence of new mainline game releases during that period.
A significant portion of this revenue was driven by mobile gaming. Notably, “Pokémon GO” generated approximately $837 million, while “Pokémon Sleep” and “Pokémon Masters EX” contributed $67 million and $52 million, respectively. Collectively, mobile titles accounted for nearly $1 billion in revenue, underscoring the franchise’s strong presence in the mobile gaming sector.
In addition to gaming, The Pokémon Company International (TPCi), responsible for operations outside Asia, reported $10.8 billion in retail sales from licensed products in 2024. This figure includes merchandise such as toys, apparel, and accessories, reflecting the brand’s extensive global reach.
Regarding net worth, estimates place The Pokémon Company’s valuation at over $100 billion as of 2025. This valuation encompasses the franchise’s diverse revenue streams, including video games, trading cards, merchandise, and media content.
Here is an overview of The Pokémon Company’s estimated annual revenue and net worth over the past 10 years (2015–2024):
| Fiscal Year | Estimated Revenue | Estimated Net Worth | Key Highlights |
|---|---|---|---|
| 2015 | $2.1 billion | ~$20 billion | Steady growth with continued success of mainline games and merchandise. |
| 2016 | $3.3 billion | ~$25 billion | Surge due to the global phenomenon of Pokémon GO. |
| 2017 | $3.5 billion | ~$30 billion | Sustained mobile game popularity and merchandise sales. |
| 2018 | $2.98 billion | ~$35 billion | Introduction of new game titles and expansion into new markets. |
| 2019 | $4.2 billion | ~$40 billion | Release of Pokémon Sword and Shield; increased TCG sales. |
| 2020 | $5.1 billion | ~$50 billion | Pandemic-driven demand for digital entertainment and collectibles. |
| 2021 | $8.5 billion | ~$70 billion | Record-breaking year with multiple successful game launches. |
| 2022 | $11.6 billion | ~$90 billion | Peak revenue year; high demand for merchandise and mobile games. |
| 2023 | $10.8 billion | ~$95 billion | Slight decline but maintained strong global presence. |
| 2024 | $12.7 billion | ~$100 billion | Highest recorded revenue for The Pokémon Company; significant mobile game earnings. |
Brands Owned by Pokémon
As of 2025, The Pokémon Company (TPC) oversees a diverse portfolio of subsidiaries, brands, and strategic ventures that support its global operations. These entities span game development, publishing, licensing, and regional management, ensuring the franchise’s continued growth and adaptability.
Here’s a detailed breakdown of major brands and companies owned by Pokémon:
| Company / Brand | Description | Location / Headquarters | Key Role / Focus |
|---|---|---|---|
| The Pokémon Company International (TPCi) | Manages Pokémon brand outside Asia; licensing, marketing, Pokémon TCG, anime, digital platforms | Bellevue (USA), London, Dublin | Global brand management, licensing, and marketing |
| Pokémon Center | Operates physical and online stores; exclusive merchandise and collaborations | Various (Japan, USA, Singapore) | Retail sales of merchandise and collectibles |
| Pikachu Press | Publishing imprint for activity books, educational materials, sticker collections | Part of TPCi | Produces Pokémon-themed books and educational content |
| Millennium Print Group | Manufacturer of Pokémon Trading Card Game products | Acquired by TPCi (Japan) | Produces Pokémon TCG cards and related products |
| The Pokémon Works | Joint venture with ILCA focusing on digital and game development | Japan | Game development and digital franchise expansion |
| Pokémon Trading Card Game Pocket | Mobile version of Pokémon TCG, developed by Creatures Inc. and DeNA | Developed by Creatures Inc. | Mobile gaming, digital TCG experience |
| Pokémon Singapore Pte. Ltd. | Regional subsidiary managing Pokémon Center Singapore | Singapore | Regional retail operations and brand management in Singapore |
| Pokémon Shanghai Toys Co., Ltd. | Subsidiary focusing on toy production and distribution in China | Shanghai, China | Toy production and distribution for Chinese market |
| Pokémon Taiwan Co., Ltd. | Regional subsidiary managing franchise activities in Taiwan | Taiwan | Brand management and distribution of games like Pokémon UNITE |
The Pokémon Company International (TPCi)
TPCi manages the Pokémon brand outside of Asia, overseeing licensing, marketing, the Pokémon Trading Card Game (TCG), the animated series, and digital platforms. With headquarters in Bellevue, Washington, and offices in London and Dublin, TPCi ensures consistent brand representation across Western markets.
Pokémon Center
Pokémon Center operates both physical retail stores and an e-commerce platform, offering exclusive merchandise, including apparel, accessories, and collectibles. Collaborations with brands like PUMA, Fossil, and Squishmallows have expanded its product range, catering to a broad fan base.
Pikachu Press
Established in 2012, Pikachu Press is TPCi’s in-house publishing imprint, producing a variety of titles such as activity books, sticker collections, and educational materials. Notable releases include the “Pokémon Primers” series and “Pokémon Origami: Fold Your Own Pokémon from Kanto to Paldea.”
Millennium Print Group
Acquired by TPCi in April 2022, Millennium Print Group specializes in manufacturing Pokémon TCG products. This acquisition has enhanced TPCi’s control over the production quality and distribution of its trading cards.
The Pokémon Works
In March 2024, TPC and ILCA established The Pokémon Works, a joint venture aimed at developing and supporting future Pokémon projects. This collaboration focuses on expanding the franchise’s digital offerings and game development capabilities.
Pokémon Trading Card Game Pocket
Launched in October 2024, Pokémon TCG Pocket is a mobile adaptation of the traditional trading card game, developed by Creatures Inc. and DeNA. The game has surpassed 100 million downloads and generated over $500 million in revenue, reflecting the franchise’s successful transition into the mobile gaming space.
Regional Subsidiaries
- Pokémon Singapore Pte. Ltd.: Established in May 2018 to manage and operate Pokémon Center Singapore.
- Pokémon Shanghai Toys Co., Ltd.: Founded in July 2020, this subsidiary focuses on the Chinese market, overseeing toy production and distribution.
- Pokémon Taiwan Co., Ltd.: Established in December 2022, it replaced the previous distributor to manage Pokémon UNITE and other franchise activities in Taiwan.
These subsidiaries enable TPC to tailor its strategies to regional markets, ensuring cultural relevance and effective brand management.
Conclusion
So, who owns Pokémon? The answer lies in a unique joint venture model. The Pokémon brand is owned and managed by The Pokémon Company, which itself is equally owned by Nintendo, Game Freak, and Creatures Inc. While Nintendo is often viewed as the main driver, it does not hold exclusive ownership.
The franchise’s success is the result of close collaboration between game developers, marketers, and content creators. With a growing global fanbase and a powerful brand, Pokémon remains a titan in the world of entertainment.
FAQs
Who created Pokémon?
Satoshi Tajiri created the concept of Pokémon. He co-founded Game Freak and envisioned a game inspired by his childhood love of collecting creatures.
Is Pokémon owned by Nintendo?
Nintendo is one of three co-owners of The Pokémon Company. It does not solely own Pokémon but plays a key role in its management and game publishing.
Does Disney own Pokémon?
No, Disney does not own Pokémon. It is owned by The Pokémon Company, a Japanese joint venture with no Disney involvement.
Can The Pokémon Company make decisions without Nintendo?
No, all major decisions require agreement between Nintendo, Game Freak, and Creatures Inc., the three co-owners.
How rich is Satoshi Tajiri?
Satoshi Tajiri, the creator of Pokémon, has amassed significant wealth from the franchise’s success. While exact figures are private, estimates suggest his net worth is around $50 million to $70 million as of 2025. His wealth mainly comes from royalties, game design credits, and his role in the early development of the Pokémon series.
Who is the new lead of Pokémon?
As of 2025, the leadership of The Pokémon Company is overseen by Tsunekazu Ishihara, who continues as president and CEO. However, key creative leads vary by project. Junichi Masuda and Shigeru Ohmori are notable recent game directors for mainline Pokémon games, contributing to the franchise’s ongoing evolution.
Who is the boss of Pokémon?
The “boss” of Pokémon is Tsunekazu Ishihara, the president and CEO of The Pokémon Company. He is responsible for major decisions, brand strategy, and the franchise’s global expansion. Ishihara has been a central figure since the company’s founding in 1998.
Who owns Pokémon cards?
Pokémon cards are owned and produced by The Pokémon Company, with manufacturing handled by its subsidiary Millennium Print Group. The Pokémon Trading Card Game is licensed worldwide and distributed by The Pokémon Company International outside Asia.
Who owns Pokémon GO?
Pokémon GO is owned and published by Niantic, Inc. It is developed in partnership with The Pokémon Company and Nintendo. The Pokémon Company holds the intellectual property rights for Pokémon, while Niantic handles game development and live operations.
How old is Pokémon?
Pokémon was created in 1996 when the first Pokémon games, Pokémon Red and Green, were released in Japan. As of 2025, the Pokémon franchise is 29 years old.
Who owns The Pokémon Company?
The Pokémon Company is jointly owned by three companies: Nintendo, Game Freak, and Creatures Inc. Nintendo is the largest shareholder, holding approximately 32% of the company.
Who owns Pikachu in Pokémon?
Pikachu is a fictional character owned by The Pokémon Company. In the Pokémon universe, Ash Ketchum is the main character who “owns” Pikachu as his trusted companion, but legally, the character belongs to The Pokémon Company.