PIKACHU DINER Merchandise Goes Viral in Japan: The Pokémon Company Responds with Make-to-Order Sales

Late June brought an exciting announcement from The Pokémon Company, which revealed a new official Pokémon Center merchandise collection titled PIKACHU DINER.

This product line quickly captured the imagination of Pokémon fans across Japan, largely due to its nostalgic interpretation of Pikachu—the beloved mascot—in its classic, chubbier design.

The buzz around PIKACHU DINER spread rapidly on social media, generating significant anticipation ahead of its launch at Pokémon Center locations nationwide. The demand for PIKACHU DINER merchandise, which includes plushies, mascots, and themed accessories, immediately raised concerns among collectors and customers regarding the potential for scalpers to quickly exhaust stock.

Many fans called on The Pokémon Company to implement a make-to-order production system to ensure fair access to these sought-after items and to prevent resale price inflation on flea market websites and third-party platforms. On July 5, the PIKACHU DINER series officially debuted at Pokémon Centers across Japan.

However, the limited availability prompted stores to implement a lottery system to determine which fans could enter and purchase items on release day.

As a result, supplies were quickly depleted, and resale prices for PIKACHU DINER merchandise—particularly plushies and mascots—skyrocketed on various online marketplaces.

This added fuel to calls for more equitable purchasing solutions and highlighted ongoing issues with high-demand, limited-edition Pokémon Center goods. Responding to customer feedback and concerns about product availability, The Pokémon Company has announced a significant policy shift.

In an updated statement, the company said that once the initial stock of PIKACHU DINER plushies and mascots has sold out, they will immediately begin accepting make-to-order purchases for those specific items.

This decision is intended to give all fans the opportunity to obtain exclusive merchandise without relying on secondary markets.

For other items in the PIKACHU DINER series, The Pokémon Company has also assured customers that restocks are planned, though make-to-order sales are not currently being offered for those products. By implementing make-to-order sales for the most popular items in the PIKACHU DINER lineup, The Pokémon Company is taking tangible steps to address the recurring issue of scalpers and to promote fair access to Pokémon Center exclusives.

This approach not only supports genuine collectors and fans but also aligns with growing industry trends toward equitable merchandise distribution, especially for coveted IPs like Pokémon. The PIKACHU DINER release exemplifies the enduring popularity of Pokémon merchandise and highlights the importance of responsive supply strategies in today's gaming and collectibles market.

As make-to-order sales become a practical solution against scalping and product shortages, The Pokémon Company continues to reinforce its commitment to meeting fan demand and enhancing the Pokémon Center shopping experience.

For updates on future restocks and ordering opportunities, fans are encouraged to monitor official Pokémon Center announcements.

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