Katy Perry headlines P25 Music, a Year of Surprise Music Events and Superstar Collaborations
The Pokémon Company International has official launched celebrations for Pokémon’s landmark 25th anniversary. As an iconic video game and entertainment franchise beloved by millions of fans of all ages around the world, Pokémon has been bringing people together since its launch in 1996. In 2021, Pokémon will continue that tradition by aligning with another universal unifying force — music. Headlined by pop icon Katy Perry, the star-studded program created in partnership with Universal Music Group (UMG), the world leader in music-based entertainment, accompanies fan-focused activations celebrating 25 years of Pokémon across the franchise’s portfolio of video games, mobile apps, animation, merchandise and more. A live-action video, uniquely highlighting moments in the brand’s 25-year history and a journey through the Pokémon world’s many regions, can be viewed below.
To celebrate 25 years, The Pokémon Company International is teaming up with UMG through their brands strategies division, Universal Music Group for Brands, to make 2021 the biggest Pokémon party in history — and everyone is invited. Pokémon is working with some of the biggest names in music, from rising artists to award-winning global superstars, for the program, titled P25 Music. Pop icon Katy Perry has been revealed as a premier collaborator in the massive, yearlong music campaign.
“Pokémon has been a constant in my life from playing the original video games on my Game Boy, to trading Pokémon TCG cards at lunch, to the adventures of catching Pokémon on the street with Pokémon GO. I’ve even visited the Pokémon Café in Japan while on tour! It is an honor to be chosen to help celebrate a franchise that has given me so much joy in the last 25 years, and to be able to watch it evolve in the ways it’s provided that kind of electric joy for the kids in my life and around the world,” Perry shares.
“In Katy Perry, we see a kindred spirit to Pokémon, whose world is bright, fun and uplifting,” says Colin Palmer, vice president of marketing at The Pokémon Company International. “Katy is a wonderful ambassador to help us celebrate 25 years of Pokémon, and we can’t wait for music fans everywhere to experience the exciting collaborations we have planned.”
“We are honored to celebrate the 25th anniversary of Pokémon and the significant cultural impact this beloved franchise continues to have around the world. Working together, we have developed dynamic year-round programming involving artists from across UMG’s labels — because what better way to create a global celebration than through the power of music,” adds LJ Gutierrez, General Manager, UMGB.
Details about Katy Perry’s participation, additional artist surprises and more about the P25 Music program will be announced throughout the year.
The yearlong program will also see online fan activities, unique promotions and merchandise with Build-A-Bear Workshop, General Mills, Levi’s, McDonald’s and more, 25th anniversary-themed trading card game, video games, mobile games and more.