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# Video Game Anniversary Stunts
An Army of Pikachus Took Over NYC for the Pokemon 20th Anniversary

By Rebecca Byers | Published 2016-03-02 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/pokemon-20th-anniversary
References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-giant-pikachus-descend-new-york-pokemon-anniversary/brands/article/1385759)

The Pokemon 20th Anniversary was recently feted in New York City with an eye-catching display that featured an army of Pikachus. Descending on the streets of Manhattan, the publicity stunt featured 20 over-sized, cuddly Pikachu characters march around the city to delight of consumers, who were invited to take selfies with the characters. After their walk about the streets, the army of Pikachus , which was guided by a group of volunteers, ended their journey at the [Nintendo NY](https://www.trendhunter.com/trends/play-nintendo-tour) flagship store at the Rockefeller Center, where they participated in games with onlookers and even gave away a few prizes.

The Pokemon 20th Anniversary campaign also included a pop-up shop at Japan LA in Los Angeles that ran simultaneously and sold a variety of branded merchandise.

## Trend Insights (Trend Hunter)

- Score: 3.5/10
- Popularity: 52% | Activity: 44% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Gen Alpha, Millennial, Gen X
- Top markets: North America, South America, Europe, Asia, Africa

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive)

## Key Themes

### What's Driving This Trend

- **Pokemon Experiential Marketing:** Creating immersive experiences through interactive events featuring beloved characters like Pikachu can generate excitement and brand loyalty.
- **Pop-up Shops:** Temporary retail spaces offer a unique opportunity for brands to engage with consumers in a more intimate and limited-time setting.
- **Branded Merchandise:** The sale of exclusive products can help strengthen brand affinity and provide additional revenue streams.

### Who This Affects Most

- **Entertainment:** Companies in the entertainment industry can leverage experiential marketing and beloved characters to create immersive experiences for fans.
- **Retail:** The use of pop-up shops can benefit retailers by creating buzz, driving foot traffic, and fostering direct interactions with consumers.
- **Consumer Products:** Branded merchandise can be a lucrative opportunity for consumer product companies to extend their brand reach and generate additional revenue.

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- [Cartoon-Inspired Camping Gear](https://www.trendhunter.com/trends/logos-1.md)
- [Anime Anniversary Apparel](https://www.trendhunter.com/trends/pokmon-30th-anniversary.md)
- [Anime Franchise-Themed Digital Games](https://www.trendhunter.com/trends/detective-pikachu-returns-1.md)