Pokémon kicks off 30th Anniversary "What’s Your Favorite?" campaign with Super Bowl Ad featuring Lady Gaga, Trevor Noah, and other celebrity fans

The “What’s Your Favorite?” campaign, celebrating 30 years of the Pokémon franchise, kicked off today with ad during Super Bowl LX. The ad features a cast of celebrities discussing their favorite Pokémon, including Lady Gaga, Trevor Noah, Charles Leclerc, Jisoo, Maitreyi Ramakrishnan, Lamine Yamal and Young Miko.


The "What’s Your Favorite?" campaign will run throughout 2026, with multiple activities and events scheduled across the year and the various parts of the Pokémon franchise. The first of these involves a new camera feature in Pokémon GO, which is itself celebrating its 10th anniversary this year. Fans are encouraged to take photos of their favorite Pokémon using this feature, which can be accessed in-app from the new "What’s Your Favorite?" tab, and share the photos on social media using the #Pokemon30 hashtag.

A variety of in-person fan events will also be run through the year as part of this campaign, including "Day Out" events intended as family-friendy experiences, and "Night Out" events targeted at older fans. More information on both of these types of events will be provided in future.

Kenji Okubo - president at The Pokémon Company International said:

“The ‘What’s Your Favorite?’ campaign embodies Pokémon’s overarching mission of bringing people together through a shared love of Pokémon. Since the franchise debuted 30 years ago, Trainers have often asked each other, ‘What’s Your Favorite?’ — it’s a question that sparks passionate discussion and reminds fans that no matter who they are, there is a Pokémon for them. As we gear up for a year packed full of fan-focused celebrations, we thank Trainers around the world for being part of our diverse, global and multigenerational community, and we can’t wait to surprise and delight them with more offerings and experiences in the coming months.”

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A variety of merchandise will also be available for the 30th anniversary alongside this campaign, including new Pokémon 30th anniversary merch available now from Pokémon Center in the United States, Canada, Australia, and New Zealand (with launches in the United Kingdom and German stores coming soon), as well as themed Pokémon TCG collections.