Pokémon Company Launches 'My Friend Malamar' Campaign Ahead of September 2025 Finale

The Pokémon Company has officially begun its 'My Friend Malamar' campaign, a new promotional initiative celebrating Malamar, the iconic Dark/Psychic-type Pokémon introduced in Generation VI.

Malamar, also known as the Overturning Pokémon, will be the focus of this limited-time event, drawing attention from Pokémon fans, content creators, and social media communities worldwide. Details about the campaign first emerged via Serebii.net, a trusted source for Pokémon news and updates.

Serebii reports that select content creators have been informed about a key piece of campaign content—a special video that will premiere at 22:00 JST on September 10, 2025.

Notably, this release coincides with the conclusion of the campaign, marking it as a significant finale for Malamar enthusiasts. According to an official update shared by Serebii.net on social media platforms, a dedicated Malamar celebration is scheduled to appear across Pokémon’s official channels on September 10, 2025, at 13:00 UTC.

The campaign is expected to unite trainers from around the globe as they honor this unique Pokémon, which stands out for its dual type and distinctive design since its debut in the Pokémon X and Y era on the Nintendo 3DS.

Malamar’s return to the spotlight comes amid ongoing excitement for upcoming titles such as Pokémon Legends Z-A, which is anticipated for release on the Nintendo Switch.

While there is no confirmed connection between the campaign and any unrevealed game features, The Pokémon Company's history of cross-promotional events keeps fans engaged and attentive to official announcements.

As of this writing, The Pokémon Company has limited its communication to confirmed campaign details, with no speculative updates provided regarding future evolutions or in-game content. The My Friend Malamar campaign demonstrates Pokémon’s ongoing commitment to engaging its global community with creative, nostalgia-driven activities.

Since its initial appearance, Malamar has been celebrated for its unconventional evolution method and its importance to the overall lore of the franchise.

With the campaign culminating in a high-profile social media event, both veteran trainers and new fans are encouraged to participate in the festivities and share their favorite Malamar moments. Follow official Pokémon channels and Serebii.net for live campaign coverage and additional updates as the September 10, 2025, milestone approaches.

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Pokémon The Pokémon Company Pokémon Company Malamar Pokemon Company Pokemon Legends Z-A Nintendo Switch Serebii.net