The company is buying Excell Brands, its biggest distributor in the US and a major category management service provider for the TCG and collectibles market
The Pokémon Company International is buying its biggest US distributor, pending regulatory and competition authority approval.
The acquisition of Excell Brands builds on a relationship spanning decades between the two firms. During that time, Excell Brands has become The Pokémon Company International’s largest distribution partner in the US.
The deal “reflects our long-term commitment to supporting the Pokémon community and the broader trading card ecosystem”, said Kenji Okubo, President of The Pokémon Company International.
“Excell Brands has built a strong reputation as a trusted distributor and category management
partner for their customers with deep insight into the needs of Pokémon fans,” he added.
Through this investment, The Pokémon Company International expects to support continued investment in Excell Brands’ capabilities, while maintaining its independent approach to serving retail and brand partners. As both Pokémon and Excell Brands celebrate their 30th anniversaries this year, the companies view this milestone as the start of a new chapter built on three decades of trust and shared values.
“From the beginning, Excell Brands has been built on trust, long-term relationships, and commitment to excellence,” said Stan Seidler, Founder & Chairman of Excell Brands. “This next chapter allows us to preserve those values while positioning the business for the future.”
Terry Rosendahl, CEO & President of Excell Brands, added: “It allows us to keep doing what we do best for our retail and brand partners, while continuing to invest in our team, systems, and service.”
