Pokémon Company Unlikely to Sue US Department of Homeland Security Over 'Gotta Catch 'Em All' Post

The Pokémon Company Unlikely to Pursue Legal Action Against US Department of Homeland Security Over Viral Post The Pokémon Company has come under the spotlight after a recent post from the US Department of Homeland Security (DHS) stirred controversy by using the globally recognized Pokémon brand in a video promoting recent federal law enforcement activities.

The DHS campaign, titled 'Gotta Catch 'Em All,' melded the beloved Pokémon anime theme with footage of law enforcement actions, prompting an uproar among fans who view the use of the Pokémon intellectual property (IP) as inappropriate and disrespectful. The issue surfaced after the DHS published a minute-long video featuring iconic elements from the original 1990s Pokémon anime, such as Ash Ketchum and the theme's catchy chorus, juxtaposed with scenes showing law enforcement, including Immigration and Customs Enforcement (ICE) agents, carrying out arrests.

Notably, the video deploys similar fonts to the official Pokémon logo, and even ends with Pokémon Trading Card Game-style mock-ups displaying detained individuals as 'cards'—a move that many found distasteful.

Social media platforms quickly filled with responses from fans tagging official Nintendo and Pokémon Company accounts, urging swift legal action and referencing Nintendo's reputation for aggressively defending its properties. In response to the controversy, Don McGowan, the former Chief Legal Officer of The Pokémon Company International, shared his perspective in an interview with IGN.

McGowan explained that he considered legal proceedings against the DHS to be improbable, not only due to the company's desire to avoid media attention but also because many of its US-based executives hold green cards.

In clear, journalistic language, McGowan stated that The Pokémon Company is highly adverse to publicity and prefers to maintain the brand’s positive image by keeping a low press profile.

He also observed that even during his tenure, and despite his readiness to pursue legal action when necessary, this type of incident would likely be allowed to "blow over in a couple of days," with the company content to let matters settle without intervention. The Pokémon Company's approach to brand management is characterized by careful stewardship and a reluctance to destabilize its global image, which has driven the Pokémon franchise to success across multiple platforms since its debut in 1996.

With record revenues from games such as Pokémon Scarlet and Violet on the Nintendo Switch, ongoing popularity of the Pokémon Trading Card Game, and a robust presence in markets worldwide, the company continues to be an industry leader.

The decision not to escalate the situation with the DHS reflects a broader trend in the company’s operations—prioritizing the stability and integrity of the Pokémon brand above short-term reactive measures. This incident, while highlighting complex issues around IP usage and social messaging, is not expected to impact the long-term reputation of Pokémon, Nintendo, or The Pokémon Company International.

The franchise’s resilience and focus on maintaining a positive relationship with fans and partners are likely to ensure continued success, irrespective of periodic controversies in the public arena.

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