Limited-Edition Foils, a Digital Collecting Hub, and an Instagram Takeover Help Celebrate 30 Years of Pokémon
Image Source: The Hershey Company
The Hershey Company is teaming up once again with The Pokémon Company International for a new special-edition collection — and this year, things are getting a little villainous.
In celebration of 30 years of Pokémon, fans can collect 151 Poké Ball foil designs along with 10 new Team Rocket-inspired foils, creating Hershey’s most expansive Pokémon collection yet. The limited-time collaboration introduces a new narrative-driven experience centered around Team Rocket’s mission to steal every Hershey’s Kisses foil design — and they are making their plans known across social media.
“Pokémon brings people together in ways few brands can — and that same joy of discovery lives in Hershey’s chocolate,” said Carly Andrews, Associate Brand Manager at The Hershey Company in today’s press release. “With 151 Poké Ball foils and the addition of Team Rocket foils, this year’s collection delivers our most fun, collectible Pokémon release yet.”
Collect Them All
The experience extends beyond the wrapper, giving fans new ways to engage both online and in-store. Earlier this month, Team Rocket temporarily took over Hershey’s Instagram account, posting in-character content about their ongoing hijinks and attempts to steal Hershey’s Kisses chocolates. Beginning May 12, fans can scan the QR code found on participating packaging to unlock a digital collection hub where they can track their collection, follow the unfolding story, and enter for a chance to win exclusive collectibles and the Hershey’s Kisses x Pokémon grand prize.
Available nationwide in 9-ounce share packs and 28-ounce party bags while supplies last, the collection transforms everyday chocolate moments into an interactive experience rooted in fandom, play, and discovery. No restocks are planned once inventory sells out.
Pirate’s Booty Joins the Celebration
The celebration continues this summer with Pirate’s Booty joining the Pokémon anniversary fun through a limited-time snack collaboration featuring Pikachu-shaped puffs and three unique collectible pack designs. Each package includes a different “Who’s That Pokémon?” challenge along with access to downloadable family-friendly activities such as word searches, object finds, and coloring pages.
The Pirate’s Booty Pokémon products will be available nationwide in 8-count cartons and 17-ounce club bags this summer.
Fans can follow along with the adventure on Hershey’s and Pirate’s Booty Instagram channels as new content and collectible experiences continue to roll out throughout the campaign.
About The Hershey Company
The Hershey Company is an industry-leading snacks company with a purpose to make more moments of goodness and a vision to lead next generation snacking. Hershey brings together more than 20,000 employees worldwide to deliver delicious, high-quality products across more than 85 brands in approximately 65 countries, generating more than $11.7 billion in annual revenues. Hershey brings its full portfolio to market as ONE Hershey, spanning confection, salty and functional snacking categories with beloved brands like Hershey’s, Reese’s, Kisses, KIT KAT®, Jolly Rancher, Twizzlers and Ice Breakers; salty snacks including SkinnyPop, LesserEvil, Pirate’s Booty and Dot’s Homestyle Pretzels; and a protein portfolio including ONE Brands and Fulfil. For more than 130 years, Hershey has operated fairly, ethically and sustainably. Founder Milton Hershey established Milton Hershey School in 1909, and that legacy of purpose endures today through the company’s commitment to helping children succeed through equitable access to education. To learn more, visit thehersheycompany.com.
About The Pokémon Company International
The Pokémon Company International manages the Pokémon property outside of Asia and is responsible for brand management, licensing and marketing, the Pokémon Trading Card Game, the animated TV series, home entertainment, and the official Pokémon website. Pokémon was launched in Japan in 1996 and today is one of the most popular children’s entertainment properties in the world. For more information, visit pokemon.com.
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