Unsurprisingly, The Pokémon Company International announced today that Pokémon celebrated another incredible retail year in 2025, with strong sales and record-breaking growth across Europe for the Pokémon Trading Card Game (TCG) and toy ranges.
Pokémon hit the No. 1 position in the UK and Germany for the first time and maintained its top spot in France, Italy, Belgium and the Netherlands while achieving a new high of No. 3 in Spain, according to figures recorded by Circana.
In its best-ever year in the U.K., Pokémon claimed the No. 1 position for the first time, up from No. 3 last year, enjoying huge 45 percent growth year-on-year (against the market’s 6 percent) and achieving a 3.7 percent market share.
Similarly, in Germany, Pokémon moved up to No. 1 from No. 2, with 59 percent growth YOY (market 7 percent) and a 5.5 percent market share, achieving 10 products in the top 50 of the year.
In another strong year in Italy, Pokémon retained the top spot, seeing an exceptional 70 percent growth YOY against the market’s 6 percent. With a market share more than double that of the next-best performer (7.1 percent vs. 2.6 percent), it had 16 spots in the top 50 products of the year — almost one third of the total — with a particularly strong finish to the year, claiming the top four products in December.
Pokémon continues to lead the French market. The No. 1 Circana toy property in France once again, achieving 59 percent growth YOY (market 7 percent) with a market share more than three times that of the No. 2 brand (8.6 percent vs. 2.4 percent). A third of the top 50 products of the year (17 products) were from Pokémon, which also claimed the top two products for December.
Pokémon was again No. 1 in both Belgium and the Netherlands. The latter saw an incredible 141 percent growth YOY (market 15 percent) with an 8 percent market share and seven products in the annual top 50, while growth in Belgium was a massive 59 percent (market 7 percent) with a 5.7 percent market share and nine products in the top 50.
“We are delighted that our ever-expanding, diverse global fanbase continues to treasure Pokémon and seek out ways to engage and connect with the brand,” said Mathieu Galante, Senior Director of licensing EMEA for The Pokémon Company International. “We work hard to maintain our reputation for innovation and quality, and to offer exciting and relevant new products and experiences designed to thrill them and keep Pokémon at the forefront of popular culture. Last year, our vibrant programme of activity yet again created a massive buzz and intense demand, stimulating another year of vigorous sales. With 2026 being Pokémon’s 30th anniversary, we have a hugely exciting year ahead, with an extra-special raft of launches, collaborations, events and experiences to celebrate in style and to build on 2025’s robust performance at retail.”
“Pokémon’s continued success as a global toy brand and cultural phenomenon — with appeal that spans generations — has driven another exceptional year,” said Simon Benton, Vice President of global TCG sales. “Demand for Pokémon products remains incredibly strong, and we’re working hard to increase manufacturing capacity so we can meet the needs of fans around the world.
“By continuing to collaborate closely with our retail partners and distributors, we’re bringing Pokémon to life in engaging and exciting ways across multiple categories. Their ongoing support is helping to fuel our momentum, with Pokémon now No. 1 in six key territories across Europe,” Benton said.
Pokémon’s exceptional year was recognised by Circana (formerly NPD), who named Pokémon Global Top Toy Property of the Year and Europe’s Top Gaining Toy Property of the Year at its 15th annual Toy Industry Performance Awards in January. The Pokémon Trading Card Game was also voted Toy of the Year 2025 at the Toy Industry Awards at London Toy Fair in January.
