Why Pokémon Never Actually Died

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Pokémon just posted $12 billion in revenue in 2024. Adults are fighting in stores over trading cards. A single Pikachu card sold for $5.3 million. How did a franchise everyone thought was dead in 2010 become the most valuable entertainment property on Earth?

This is the story of Pokémon's unprecedented comeback—and the exact system they built to pull it off.

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⏱️ TIMESTAMPS

0:00 - The Hook: $12B Revenue & $5M Cards
1:00 - Part 1: Rise, Fall & Forgotten Years (1996-2019)
3:30 - Part 2: The Perfect Storm (COVID, Logan Paul, Violence)
7:00 - Part 3: The System They Built (5 Strategies)
10:30 - Conclusion: How They Weaponized Nostalgia

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🔑 KEY STATS COVERED

$103.6B total franchise value (bigger than Marvel, Star Wars, Harry Potter combined)
11.8 billion cards printed in 2023 alone (18% of all cards ever made)
Pokémon TCG Pocket: $500M in 100 days
PSA graded 15.3M+ Pokémon cards in 2024
97 of top 100 most-graded cards are Pokémon
19% of U.S. adults bought cards for themselves in 2025
Logan Paul's $5.275M Pikachu Illustrator card
DeNA's 8,000% profit increase from TCG Pocket

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📊 THE 5 STRATEGIES EXPLAINED

1. Multi-Platform Flywheel - "Gotta Catch 'Em All" psychology across games, anime, cards, apps
2. Price Ladder - Free to $1,000s capturing every customer segment
3. Controlled Scarcity - Printing billions without crashing the market through hidden pull rates
4. Forced Engagement - Competitive scene with planned obsolescence
5. Anniversary Hype Cycles - Weaponizing nostalgia every 5 years

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