Editing Pokémon (section)

===2001–2006: End of the craze, business reforms===
<!-- Pokémania ends -->
In North America, Pokémania peaked in 1999, slowing down throughout the next year.<ref>{{Cite news | first=Ian | last=Shapira | title=From Pokemany to Poky Few? | newspaper=[[The Washington Post]] | date=31 July 2000 | page=C1 | url=https://www.washingtonpost.com/archive/lifestyle/2000/07/31/from-pokemany-to-poky-few/3ef2fc23-ef9d-4289-bf16-3bf44fa1a511/ | url-access=subscription | archive-url=https://archive.today/20230325213527/https://www.washingtonpost.com/archive/lifestyle/2000/07/31/from-pokemany-to-poky-few/3ef2fc23-ef9d-4289-bf16-3bf44fa1a511/ | archive-date=25 March 2023 | url-status=live}}</ref> On 29 April 2000, the anime was bumped off [[Kids' WB]]'s No. 1 spot after holding it for 54 weeks. Around the same time, ''Pokémon'' was surpassed at [[Fox Kids]] by its rival ''[[Digimon Adventure (1999 TV series)|Digimon]]''.<ref>{{Cite web | first=Michael | last=Schneider | title='The Weekenders' defeats 'Pokemon' | website=[[Variety.com]] | date=5 May 2000 | url=https://variety.com/2000/tv/news/the-weekenders-defeats-pokemon-1117781251/ | archive-url=https://web.archive.org/web/20201112035538/https://variety.com/2000/tv/news/the-weekenders-defeats-pokemon-1117781251/ | archive-date=12 November 2020 | url-status=live}}</ref> In Europe, the craze peaked in 2000.<ref>{{Cite news | title=Pokemon and Overseas Sales Boost Hasbro Net Income 10% | work=[[The Wall Street Journal]] | date=26 April 2000 | url=https://www.wsj.com/articles/SB956702065262268149 | url-access=subscription | archive-url=https://archive.today/20230404201005/https://www.wsj.com/articles/SB956702065262268149 | archive-date=4 April 2023 | url-status=live}}</ref><ref>{{Cite news | first=Rachel | last=Zoll | title=Hasbro earnings drop 80 percent | work=[[Houston Chronicle]] | date=20 July 2000 | url=https://www.chron.com/news/article/Hasbro-earnings-drop-80-percent-11932298.php | archive-url=https://archive.today/20230313193002/https://www.chron.com/news/article/Hasbro-earnings-drop-80-percent-11932298.php | archive-date=13 March 2023 | url-status=live}}</ref> On 20 January 2001, ''The New York Times'' reported that ''Pokémon''{{'}}s trading card market had collapsed in the US.<ref>{{Cite news | first=Julian E. | last=Barnes | title=Pokemon's House of Cards; Market Crash Holds Lessons for Young Traders | website=[[The New York Times]] | date=20 January 2001 | page=C1 | url=https://www.nytimes.com/2001/01/20/business/pokemon-s-house-of-cards-market-crash-holds-lessons-for-young-traders.html | url-access=subscription | archive-url=https://web.archive.org/web/20130723154357/http://www.nytimes.com/2001/01/20/business/pokemon-s-house-of-cards-market-crash-holds-lessons-for-young-traders.html?pagewanted=print&src=pm | archive-date=23 July 2013 | url-status=live}}</ref> A June 2001 survey in the United Kingdom confirmed that ''Pokémon''{{'}}s popularity was waning there.<ref>{{Cite web | title=Pokemon popularity wanes among children | website=[[Ananova]] | url=http://www.ananova.com/news/story/sm_337185.html | archive-url=https://web.archive.org/web/20020220161536/http://www.ananova.com/news/story/sm_337185.html | archive-date=20 February 2002 | url-status=dead | quote=James Leach from [UK-based] Carrick James Market Research, which carried out the study, says it suggests the Pokemon craze is now firmly on the decline.}}</ref> [[Joseph Tobin]] wrote: "By the summer of 2001, Pokémon's shelf space in Japanese and U.S. toy stores was but a fraction of what it enjoyed in the fall of 1999".<ref>{{Harvc | first=Joseph | last=Tobin | author-link=Joseph Tobin | year=2004 | chapter=Conclusion: The Rise and Fall of the Pokémon Empire | in=Tobin | p=289-290 | id=Tobins_conclusion_2}}</ref> By the end of 2001, Pokémania was fading globally, and by 2002, the fad was largely over.<ref>{{Cite book | editor-first=Joseph | editor-last=Tobin | editor-link=Joseph Tobin | title=Pikachu's Global Adventure | date=2004 | publisher=Duke University Press | isbn=978-0822332879 | ref={{harvid|Tobin2|2004}}}} [[Blurb]] on the back cover ([https://web.archive.org/web/20230331210235im_/https://m.media-amazon.com/images/I/71SJh5ODIhL.jpg image], [https://web.archive.org/web/20180214005057/https://www.dukeupress.edu/pikachus-global-adventure text]).</ref>

<!-- Ruby & Sapphire developed, Diamond & Pearl planned, remakes planned -->
From 2000 to 2002, Game Freak developed [[Pokémon Ruby and Sapphire|''Pokémon Ruby'' and ''Sapphire'']], the successors to ''Gold'' and ''Silver'', for the newly released [[Game Boy Advance]]. Masuda, who was appointed to assistant director during ''Gold'' and ''Silver'',<ref>[https://web.archive.org/web/20231124193918/https://www.mobygames.com/game/5515/pokemon-gold-version/credits/gameboy-color/ Credits of ''Pokémon Gold''] and [https://web.archive.org/web/20231124193925/https://www.mobygames.com/game/5426/pokemon-silver-version/credits/gameboy-color/ ''Silver''] on ''[[MobyGames]]''.</ref> was promoted to director for ''Ruby'' and ''Sapphire'', with Tajiri making himself executive director.<ref>[https://web.archive.org/web/20231119184408/https://www.mobygames.com/game/8459/pokemon-ruby-version/credits/gameboy-advance/ Credits of ''Pokémon Ruby''] and [https://web.archive.org/web/20231119184509/https://www.mobygames.com/game/8460/pokemon-sapphire-version/credits/gameboy-advance/ ''Sapphire''] on ''MobyGames''.</ref> Masuda was concerned that the end of Pokémania indicated the end of ''Pokémon'' as a whole: "After Gold and Silver came out, it was a huge hit around the world, but shortly after everyone was saying, 'That's it. The Pokémon fad is over! It's dead!'."<ref name="Hilliard_(2017)">{{Cite magazine | first=Kyle | last=Hilliard | title=Why Ruby And Sapphire Were The Most Challenging Pokémon To Make | magazine=[[Game Informer]] | date=14 August 2017 | url=https://www.gameinformer.com/b/features/archive/2017/08/14/why-ruby-and-sapphire-were-the-most-challenging-pokemon-to-make.aspx | archive-url=https://web.archive.org/web/20180511163718/https://www.gameinformer.com/b/features/archive/2017/08/14/why-ruby-and-sapphire-were-the-most-challenging-pokemon-to-make.aspx | archive-date=11 May 2018 | url-status=live}}</ref> Determined to keep the franchise going, GF not only wanted to "prove people wrong" with ''Ruby'' and ''Sapphire'', but already started planning their sequels: [[Pokémon Diamond and Pearl|''Diamond'' and ''Pearl'']] (2006). They also began planning remakes of older installments, starting with [[Pokémon FireRed and LeafGreen|''FireRed'' and ''LeafGreen'']] (2004), remakes of the original [[Pokémon Red, Blue, and Yellow|''Red'' and ''Green'']].<ref name="Hilliard_(2017)" />

<!-- "Gotta catch 'em all" slogan is semi-retired -->
''Ruby'' and ''Sapphire'' were released in Japan on 21 November 2002, and in the rest of the world the next year. The games introduced 135 new Pokémon, bringing the total amount to 386. Because of this, [[Golin Harris]], NoA's ad agency,<ref name="Moss_(2019)" /> advised them to move away from the "Gotta catch 'em all!" slogan. They reasoned that if new, younger players were drawn into the franchise with ''Ruby/Sapphire'', they would find the concept of "catching them all" to be a daunting if not impossible task if they didn't also have ''Red/Blue/Yellow'' and ''Gold/Silver/Crystal''.<ref name="Dockery_(2022)_p197">{{Harvp|Dockery|2022|p=197}}.</ref> Author Daniel Dockery noted that "from both a marketing perspective and, really, a legal perspective, it would not be to the company's advantage to keep pushing that slogan".<ref name="Dockery_(2022)_p197" />

<!-- Wizards of the Coast is sidelined, drama ensues -->
By 2002, the relationship between [[Pokémon USA]] (PUSA) and Wizards of the Coast had deteriorated. That year, at least seven high-profile employees were [[Employee poaching|poached]] from Wizards by PUSA: Wizard's former art director, senior graphic designer, business manager, events marketing director, project management director, and two vice presidents. All employees had signed [[Non-disclosure agreement|NDA]]s.<ref name="Cook_(2003)">{{Cite news | first=John | last=Cook | title=It's Wizards vs. Pokemon as ex-partners square off | work=[[Seattle Post-Intelligencer]] | date=10 October 2003 | url=http://www.seattlepi.com/business/article/It-s-Wizards-vs-Pokemon-as-ex-partners-square-off-1126716.php | archive-url=https://web.archive.org/web/20131017132016/http://www.seattlepi.com/business/article/It-s-Wizards-vs-Pokemon-as-ex-partners-square-off-1126716.php | archive-date=17 October 2013 | url-status=dead}}</ref><ref name="Engleman_(2003)">{{Cite news | first=Eric | last=Engleman | title=A suit of cards: Wizards of the Coast sues Nintendo over Pokemon game | work=[[Puget Sound Business Journal]] | date=12 October 2003 | url=http://www.bizjournals.com/seattle/stories/2003/10/13/story2.html | url-access=subscription | archive-url=https://web.archive.org/web/20110526091050/http://www.bizjournals.com/seattle/stories/2003/10/13/story2.html | archive-date=26 May 2011 | url-status=live}}</ref> In March 2003, PUSA told Wizards that their contract would not be renewed, and that Wizards would not be distributing the new ''Ruby & Sapphire'' card set.<ref>{{Cite web | first=Chuck | last=Huebner | title=RE: Pokémon Ruby & Sapphire TCG Releases | website=wizards.com | publisher=[[Wizards of the Coast]] | date=12 March 2003 | url=http://ww2.wizards.com/Company/Misc/Index.aspx?doc=pr_20030312b | archive-url=https://web.archive.org/web/20070211104522/http://ww2.wizards.com/Company/Misc/Index.aspx?doc=pr_20030312b | archive-date=11 February 2007 | url-status=dead}}</ref> Later, Wizards was also prohibited from releasing the sets ''Jamboree'' and ''Legendary Collection II''.<ref>{{Cite web | first=Chuck | last=Huebner | title=RE: Future Pokémon TCG Releases by Wizards of the Coast | website=wizards.com | publisher=[[Wizards of the Coast]] | date=28 April 2003 | url=http://ww2.wizards.com/Company/Misc/Index.aspx?doc=pr_20030428a | archive-url=https://web.archive.org/web/20061205062126/http://ww2.wizards.com/Company/Misc/Index.aspx?doc=pr_20030428a | archive-date=5 December 2006 | url-status=dead}}</ref> Notably, ''Jamboree'' was the first set containing cards designed by Wizards themselves. As considerable time and money was invested into creating them, Wizards was upset when they were barred from putting them out. On 1 October 2003, the day after their agreement expired, Wizards filed suit against Pokémon USA, alleging that the defendant had seized their intellectual property and trade secrets, and illegally tried to gain advantage over them in the competitive trading card market.<ref name="Cook_(2003)" /><ref name="Engleman_(2003)" /> The case was settled out of court.<ref>{{Cite press release | title=Pokemon USA, Inc. and Wizards of the Coast, Inc. Resolve Dispute | date=29 December 2003 | publisher=[[Nintendo]] and [[Wizards of the Coast]] | url=http://www.businesswire.com/news/home/20031229005065/en/Pokemon-USA-Wizards-Coast-Resolve-Dispute | archive-url=https://web.archive.org/web/20130319163917/http://www.businesswire.com/news/home/20031229005065/en/Pokemon-USA-Wizards-Coast-Resolve-Dispute | archive-date=19 March 2013 | url-status=dead}}</ref> ''Jamboree'' and ''Legendary Collection II'' have remained unreleased.<ref name="Engleman_(2003)" />

<!-- Voice actors are sidelined, more drama ensues -->
In October 2001, [[4Kids Entertainment]] signed a new contract with PUSA, continuing to serve as ''Pokémon''{{'}}s exclusive licensing agent and anime localizer.<ref name="4Kids_another_5_Years" /> On 23 December 2005, it was announced that the agreement would not be renewed and would expire on 31 December, with PUSA moving all licensing in-house.<ref>{{Cite press release | title=Pokemon USA Moves Licensing In-House in 2006; 4Kids Entertainment to Transition Its Representation of Pokemon | date=23 December 2005 | url=http://www.businesswire.com/news/home/20051223005061/en/Pokemon-USA-Moves-Licensing-In-House-2006-4Kids | archive-url=https://web.archive.org/web/20170305002807/http://www.businesswire.com/news/home/20051223005061/en/Pokemon-USA-Moves-Licensing-In-House-2006-4Kids | archive-date=5 March 2017| url-status=dead}}</ref><ref>{{Cite web | first=Simon | last=Carless | title=Pokemon USA Moves Licensing In-House | date=23 December 2005 | website=[[Gamasutra]] | url=https://www.gamedeveloper.com/game-platforms/pokemon-usa-moves-licensing-in-house | archive-url=https://web.archive.org/web/20060103180657/http://www.gamasutra.com/php-bin/news_index.php?story=7615 | archive-date=3 January 2006 | url-status=live}}</ref> The localization of the anime would be done by PUSA in cooperation with TAJ Productions. PUSA proceeded to replace almost all of the original English voice actors, who were still under contract with 4Kids.<ref name="Oak_Interview">{{Cite AV media | title=Professor Oak Interview | publisher=Underbelly | date=6 May 2011 | time=3:58 | via=YouTube | url=https://www.youtube.com/watch?v=naUL66MyiBY&t=238s | archive-url=https://web.archive.org/web/20231217033502/https://www.youtube.com/watch?v=naUL66MyiBY | archive-date=17 December 2023 | url-status=live}}</ref> This decision "raised the ire of fans and the actors themselves".<ref>{{Harvp|Dockery|2022|p=188}}.</ref> According to [[Stuart Zagnit]], who voiced [[Professor Oak]], the recasting was done to cut back on costs.<ref name="Oak_Interview" />

<!-- PUK created, which later merged with PUSA to form TPCi -->
In March 2003, Pokémon UK was established in London as a British representative of [[the Pokémon Company]].<ref name="Company_History" />