The Pokémon Company International, the globally recognized force behind the Pokémon franchise, has announced its acquisition of Excell Brands, the company’s largest distribution partner in the United States.
Excell Brands, established over three decades ago, is a key player specializing in the distribution of trading cards and collectibles, with a long-standing relationship supporting the Pokémon Trading Card Game’s remarkable success across the region.
Notably, both companies are celebrating their 30th anniversaries this year, highlighting the enduring nature of their collaboration. This strategic acquisition solidifies The Pokémon Company’s commitment to both the Pokémon community and the broader trading card ecosystem in North America.
By bringing Excell Brands under its wing, The Pokémon Company International aims to further invest in and enhance the distribution network serving hobbyists and collectors, ensuring that Pokémon cards and related merchandise reach fans efficiently and reliably via both retail and eShop channels. In the official press release, Kenji Okubo, President of The Pokémon Company International, expressed that the decision reflects a longstanding dedication to nurturing the global Pokémon community.
Okubo stated that Excell Brands has earned a reputation as a trusted distributor and a valuable partner in category management, with deep insights into what Pokémon fans seek.
He emphasized that, as the trading card and collectibles space evolves and expectations around fulfillment and customer service rise, the investment in Excell Brands is designed to support the ongoing growth of its capabilities while preserving its independent approach toward serving retailers and brand partners. Stan Seidler, Founder and Chairman of Excell Brands, shared that trust, enduring relationships, and a steadfast commitment to quality have been foundational to the company since its inception.
He noted that this new chapter with The Pokémon Company will allow Excell Brands to maintain these core values while positioning the business for future growth in a dynamic retail market. Terry Rosendahl, CEO and President of Excell Brands, added that the partnership marks a significant milestone for the entire Excell team.
He underscored that the acquisition will enable the company to continue delivering high-quality services to its retail and brand partners, while also investing further in its own people, systems, and processes. The Pokémon franchise, launched by Nintendo and The Pokémon Company in the mid-1990s, has seen enduring popularity with its trading card game experiencing record sales and modern expansions on platforms like the Nintendo Switch and via the Nintendo eShop.
The acquisition of Excell Brands represents a calculated move to ensure the strength and sustainability of the distribution network in the United States amidst growing demand for Pokémon collectibles. By integrating Excell Brands, The Pokémon Company positions itself to meet the heightened expectations of its fanbase and partners as both organizations look ahead to future decades of collaborative success.
This acquisition will likely be key to maintaining the franchise’s leadership in the US trading card and collectibles market as both the physical and digital landscapes continue to evolve.
Excell Brands, established over three decades ago, is a key player specializing in the distribution of trading cards and collectibles, with a long-standing relationship supporting the Pokémon Trading Card Game’s remarkable success across the region.
Notably, both companies are celebrating their 30th anniversaries this year, highlighting the enduring nature of their collaboration. This strategic acquisition solidifies The Pokémon Company’s commitment to both the Pokémon community and the broader trading card ecosystem in North America.
By bringing Excell Brands under its wing, The Pokémon Company International aims to further invest in and enhance the distribution network serving hobbyists and collectors, ensuring that Pokémon cards and related merchandise reach fans efficiently and reliably via both retail and eShop channels. In the official press release, Kenji Okubo, President of The Pokémon Company International, expressed that the decision reflects a longstanding dedication to nurturing the global Pokémon community.
Okubo stated that Excell Brands has earned a reputation as a trusted distributor and a valuable partner in category management, with deep insights into what Pokémon fans seek.
He emphasized that, as the trading card and collectibles space evolves and expectations around fulfillment and customer service rise, the investment in Excell Brands is designed to support the ongoing growth of its capabilities while preserving its independent approach toward serving retailers and brand partners. Stan Seidler, Founder and Chairman of Excell Brands, shared that trust, enduring relationships, and a steadfast commitment to quality have been foundational to the company since its inception.
He noted that this new chapter with The Pokémon Company will allow Excell Brands to maintain these core values while positioning the business for future growth in a dynamic retail market. Terry Rosendahl, CEO and President of Excell Brands, added that the partnership marks a significant milestone for the entire Excell team.
He underscored that the acquisition will enable the company to continue delivering high-quality services to its retail and brand partners, while also investing further in its own people, systems, and processes. The Pokémon franchise, launched by Nintendo and The Pokémon Company in the mid-1990s, has seen enduring popularity with its trading card game experiencing record sales and modern expansions on platforms like the Nintendo Switch and via the Nintendo eShop.
The acquisition of Excell Brands represents a calculated move to ensure the strength and sustainability of the distribution network in the United States amidst growing demand for Pokémon collectibles. By integrating Excell Brands, The Pokémon Company positions itself to meet the heightened expectations of its fanbase and partners as both organizations look ahead to future decades of collaborative success.
This acquisition will likely be key to maintaining the franchise’s leadership in the US trading card and collectibles market as both the physical and digital landscapes continue to evolve.
