Pokemon’s 30th anniversary campaign is getting a very retail-core celebration in the US, and honestly, it is kind of chaotic in the best way.
Target and The Pokemon Company International have announced a big batch of themed merchandise built around the franchise, mixing nostalgic school supplies, beauty products, snack collabs, and general lifestyle items. The first wave hits Target stores on May 2, 2026, with the online rollout starting May 3, 2026. A second product wave is also confirmed for June 6, 2026.
According to the announcement, this collection is a mix of branded Pokemon tie-ins and more standard Target-style merch. So yes, there are some proper crossover items from recognisable brands, and there are also more basic products like clothing, water bottles, and stickers.
The standout items so far
A few products jump out immediately because they feel very 2000s in a way that fits Pokemon weirdly well:
- Lip Smackers is getting a $4.99 Peach Spark Pikachu rolly lip gloss
- There is also an eight-pack Lip Smackers gloss set for $11.99 featuring Pikachu, Bulbasaur, Charmander, Squirtle, Eevee, Mew, Jigglypuff, and Ditto
- NatureWell is releasing a fragrance line priced at $9.99 each
- Caboodles cases are coming in two versions, a $17.99 smaller model with Poke Balls on the front and a $24.99 larger Poke Ball version
The NatureWell scents are especially random, but also very collectible-looking. The names confirmed are:
- Bulbasaur Green Crush
- Butterfree Flutterpop Fizz
- Charmander Mango Blaze
- Jigglypuff Peachmallow Dreams
- Pikachu Pineapple Spark
- Splash Berry Squirtle
Yes, Trapper Keepers are part of this
For anyone who loves retro stationery, Target is also getting Pokemon Trapper Keeper binders for $16.99 and notebooks for $2.99.
The characters used across those designs include Arcanine, Charizard, Gengar, and Mewtwo with Mew, though Charizard is only available on the notebooks.
That part feels like it will hit especially hard for older Pokemon fans, because it is exactly the kind of merch drop that turns childhood nostalgia into an instant impulse buy.
The food collabs are a mixed bag
There are also three food-related tie-ins attached to the campaign.
- Pokemon Pop-Tarts cost $3.99 per pack and come in a vanilla cupcake flavour with sprinkles
- Sour Patch Kids Pokemon gummies are $4.89
- Pirate’s Booty aged white cheddar rice and corn puffs multipack is $10.59
The funny bit is that not all of these are fully themed beyond the packaging. The Pop-Tarts do not have Pokemon colours or character prints on the pastry itself, and the Sour Patch Kids are still the usual watermelon slice shapes, just in Pokemon-branded packaging.
The Pirate’s Booty snack is the one that goes a bit harder, because it actually includes pieces shaped like Pikachu’s head.
Why Malaysian and SEA fans should care
This is a US Target release, so there is no mention here of an official Malaysia or wider SEA launch. Still, Pokemon collectors in Malaysia know how these things usually go, if a collab looks good enough, it will probably end up on reseller pages, import shops, or group orders not long after launch.
For SEA fans, the appeal is less about daily-use practicality and more about collector energy. Pokemon is one of those franchises that travels well across regions, and items like Caboodles cases, Lip Smackers sets, and Trapper Keepers have the kind of novelty factor that makes them easy social media flex material. If you are the type who collects limited collabs instead of just plushies and TCG cards, this is very much your lane.
Just be prepared for the usual imported-merch pain, availability will likely be the real boss fight here, not interest.
Source: Siliconera