The Pokémon Company has unveiled an official merchandise line to mark the 10th anniversary of Pokémon GO, the Niantic-developed mobile phenomenon that launched in July 2016.
The commemorative collection — distributed through Pokémon Center Japan — is scheduled to go on sale July 9, 2026, and includes plushies, apparel, stationery and other branded items.
According to the announcement, the centerpiece of the lineup is Professor Willow’s Assistant Pikachu, a themed Pikachu design that the company says is set to appear in Pokémon GO in the near future.
In journalistic terms, The Pokémon Company framed the release as a celebration of a decade of active play and community engagement around Pokémon GO, highlighting the new Assistant Pikachu as a focal point of the anniversary range.
Pokemon GO background and developer context
Pokemon GO launched in July 2016 as a mobile title developed by Niantic in partnership with The Pokémon Company and Nintendo.
The augmented-reality game quickly became a global cultural phenomenon and has remained active through regular in-game events, special research, and collaboration campaigns.
While Pokémon’s mainline franchises have strong ties to Nintendo platforms such as the Nintendo Switch, Pokémon GO remains a smartphone-first experience on iOS and Android.
What to expect from the merchandise drop
The Pokémon Center Japan collection is described as including plush toys, wearable apparel, stationery and assorted collectibles, all themed to the Professor Willow’s Assistant Pikachu motif.
The official sale start date is July 9, 2026; fans in Japan should be able to purchase items through Pokémon Center Japan’s online store and physical locations where available.
Why this matters
Anniversary merchandise serves as both a revenue stream and a way to engage long-term players and collectors.
For Pokémon GO’s community, the release ties a recognizable in-game character — Professor Willow — to collectible physical goods, reinforcing the link between the mobile game and Pokémon’s wider merchandising ecosystem that includes Pokémon Center retail and Nintendo-related properties.
For further details and availability updates, watch official Pokémon Center Japan channels and announcements from The Pokémon Company and Niantic.
The commemorative collection — distributed through Pokémon Center Japan — is scheduled to go on sale July 9, 2026, and includes plushies, apparel, stationery and other branded items.
According to the announcement, the centerpiece of the lineup is Professor Willow’s Assistant Pikachu, a themed Pikachu design that the company says is set to appear in Pokémon GO in the near future.
In journalistic terms, The Pokémon Company framed the release as a celebration of a decade of active play and community engagement around Pokémon GO, highlighting the new Assistant Pikachu as a focal point of the anniversary range.
Pokemon GO background and developer context
Pokemon GO launched in July 2016 as a mobile title developed by Niantic in partnership with The Pokémon Company and Nintendo.
The augmented-reality game quickly became a global cultural phenomenon and has remained active through regular in-game events, special research, and collaboration campaigns.
While Pokémon’s mainline franchises have strong ties to Nintendo platforms such as the Nintendo Switch, Pokémon GO remains a smartphone-first experience on iOS and Android.
What to expect from the merchandise drop
The Pokémon Center Japan collection is described as including plush toys, wearable apparel, stationery and assorted collectibles, all themed to the Professor Willow’s Assistant Pikachu motif.
The official sale start date is July 9, 2026; fans in Japan should be able to purchase items through Pokémon Center Japan’s online store and physical locations where available.
Why this matters
Anniversary merchandise serves as both a revenue stream and a way to engage long-term players and collectors.
For Pokémon GO’s community, the release ties a recognizable in-game character — Professor Willow — to collectible physical goods, reinforcing the link between the mobile game and Pokémon’s wider merchandising ecosystem that includes Pokémon Center retail and Nintendo-related properties.
For further details and availability updates, watch official Pokémon Center Japan channels and announcements from The Pokémon Company and Niantic.
