Pokémon Company International to Acquire Excell Brands

By mintory
Pokémon Company International to Acquire Excell Brands

Pokémon Company to Acquire Major Distributor Excell Brands

The Pokémon Company International is set to acquire Excell Brands, the largest United States distributor of the Pokémon Trading Card Game (TCG). The announcement, reported by ICv2 on Monday, indicates a significant move within the trading card game industry. The acquisition is currently pending regulatory approval and fulfillment of customary closing conditions.

Excell Brands' Role in the TCG Market

Excell Brands plays a crucial role in the distribution of the Pokémon TCG across the United States. As the leading distributor, it serves a wide range of retail channels, including online platforms and specialty stores. Their extensive network includes major retailers such as Target, Walmart, Meijer, Barnes & Noble, and Amazon. This widespread reach has made Excell Brands a key player in making the Pokémon TCG accessible to consumers nationwide.

Maintaining Independence

The Pokémon Company International has stated its intention to maintain Excell Brands' independent approach to serving its retail and brand partners. This suggests that the acquisition aims to enhance distribution capabilities without disrupting the existing relationships Excell Brands has cultivated with its clients. This approach could ensure a smooth transition and continued support for retailers and other TCG brands served by Excell Brands.

Excell Brands' Broader Portfolio

While Excell Brands is primarily known for its distribution of the Pokémon TCG, the company also handles other popular trading card games. Their portfolio includes notable titles such as Magic: The Gathering, Disney Lorcana, Yu-Gi-Oh! TCG, and One Piece. This diverse range of TCGs underscores Excell Brands' significance in the broader trading card game market.

Previous Acquisition: Millennium Print Group

This acquisition is not the first strategic move by The Pokémon Company International to strengthen its supply chain. In April 2022, the company acquired Millennium Print Group, a card printing company. This earlier acquisition demonstrates a commitment to controlling key aspects of the TCG production and distribution process.

History of the Pokémon TCG

The Pokémon TCG has a long and successful history, having first launched in Japan in 1996. It made its way to Western markets in 1998, quickly gaining popularity worldwide. In 2003, The Pokémon Company International took over as the publisher and distributor of the TCG, further solidifying its control over the brand.

Pokémon Trading Card Game Pocket App

Expanding beyond physical cards, The Pokémon Company has also embraced digital platforms. In October 2024, they launched the Pokémon Trading Card Game Pocket app for iOS and Android devices. This app was a collaborative effort between The Pokémon Company, TCG creator Creatures, Inc., and DeNA. The app's success was immediate, reportedly earning over US$100 million in its first two weeks of release, according to estimates from AppMagic reported by Pocketgamer.

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