**Pokémon's Future: CEO Envisions Lasting Legacy Beyond a Century**

*CEO Tsunekazu Ishihara shares insights on challenges, the evolving franchise, and future projects as Pokémon prepares to celebrate its 30th anniversary.*

The boss of The Pokémon Company, Tsunekazu Ishihara, asserts that the beloved series can continue thriving for the next 50 to 100 years, provided it maintains its innovative spirit. Originally launched on the Nintendo Game Boy in 1996, Pokémon has transcended its video game roots to become a colossal media presence, encompassing films, television shows, and merchandise, making it one of the top-grossing franchises worldwide.

In a recent interview with BBC News, Mr. Ishihara discussed the franchise's ongoing evolution, addressing challenges like the recent rise in scalpers within the trading card market, which has attracted both enthusiasts and fraud. He claimed a commitment to "enriching both the real and virtual worlds" while highlighting Pokémon GO, a mobile app that integrates augmented reality, as a prime example of Pokémon's unique appeal.

With Pokémon Day approaching, fans eagerly await announcements concerning new game releases, including Pokémon Legends: Z-A, and updates on the trading card game, which continues to intrigue collectors. However, the CEO was tight-lipped about which specific projects will be unveiled, reiterating that the goal is to sustain innovative ideas that resonate with audiences.

Scalping remains a contentious issue, especially as collectors flocked to purchases after influencers and high-profile figures like YouTuber Logan Paul brought significant attention to the potential financial rewards of card collecting. Ishihara noted that while the second-hand market can create problems, especially regarding availability for new products, the rarity associated with such items often fuels their value.

On the topic of counterfeits, Ishihara expressed that the company relentlessly protects its intellectual property through legal action, having recently won a significant lawsuit against a company producing imitation games. The company's lawsuit against the developers of Palworld, a game likened to “Pokémon with guns,” illustrates its commitment to safeguarding its brand.

Throughout the years, Pokémon has successfully attracted generations of fans by diversifying its content offerings. Last weekend, the Pokémon International Championships witnessed around 13,000 attendees at the London Excel Centre, showcasing the enduring passion that Pokémon fans hold for the franchise. Participants like Justin and Marina shared their excitement, with personal experiences linking them back to childhood memories of the animated series.

While The Pokémon Company is privately held and doesn’t have to appease shareholders with decisions regarding expansion into new character territories, it remains laser-focused on Pokémon. Ishihara underscored that all profits get reinvested to enhance Pokémon's foundation without pressure from investors.

As the franchise prepares for its 30th anniversary next year, discussions and speculations around potential remakes of original titles circulate among fans. Although Mr. Ishihara remains non-committal about future announcements, he reiterated that continuously nurturing the bond between the physical and digital realms is central to Pokémon’s ongoing success. Ultimately, he believes that with relentless focus and innovation, Pokémon can thrive for decades to come.