Editing Pokémon (section)

===1996–1998: Rise in Japan===

====Release of ''Red'' and ''Green''====
Nintendo had no high expectations of ''Pocket Monsters Red'' and ''Green'', and media largely ignored the game(s).<ref>{{Harvp|Hatakeyama|Kubo|2000|p=166 + 174}}.</ref> [[1996 in video games|By 1996]], the seven-year-old [[Game Boy]] console was considered yesterday's news and near the [[End-of-life product|end of its lifecycle]].<ref name="Chua-Eoan_Larimer_(1999)" /><ref>{{Harvp|Tomisawa|2000|p=17}}.</ref><ref>{{Cite web | first=Allegra | last=Frank | title=Pokémon veteran Junichi Masuda reflects on the series' early days | website=[[Polygon (website)|Polygon]] | date=28 September 2018 | url=https://www.polygon.com/interviews/2018/9/27/17909916/pokemon-red-blue-junichi-masuda-interview | archive-url=https://web.archive.org/web/20181230152625/https://www.polygon.com/interviews/2018/9/27/17909916/pokemon-red-blue-junichi-masuda-interview | archive-date=30 December 2018 | url-status=live | quote=Even when we were talking to our friends in the industry and saying that, "Oh, we're working on a Game Boy game," they were like, "Really? You're working on a Game Boy game? That's not going to sell very well, don't you think?" That's kind of what the atmosphere was like in Japan at the time.}}</ref> On the other hand, new Game Boys continued to be manufactured and sold.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=169}}.</ref> The console was widespread and, due to its age, affordable to children.<ref name="Chua-Eoan_Larimer_(1999)" /><ref>{{Harvp|Hatakeyama|Kubo|2000|p=178}}.</ref> Also, the Game Boy had experienced a small revival in Japan in 1995 due to the success of ''[[Mario's Picross]]''. Coincidentally, this game was directed by Ishihara, and co-developed by Ape. The popularity of ''Mario's Picross'' incited Nintendo to develop the [[Game Boy Pocket]],<ref>{{Harvp|Hatakeyama|Kubo|2000|p=170}}.</ref> a slimmer and improved version of the Game Boy, released in Japan on 21 July 1996.<ref name="Sato_(1998)_p118" /> Because of the timing and naming, some were under the impression that the Game Boy ''Pocket'' was made to promote ''Pocket Monsters'', but this was in fact a coincidence that would end up benefiting both.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=171}}.</ref>

====''CoroCoro'' manga, Mew lottery====
<!-- CoroCoro manga -->
Two media channels that would play important roles in the ''Pokemon'' franchise were the ''[[CoroCoro Comic]]'', released monthly, and its sister magazine ''Bessatsu CoroCoro Comic'', released bi-monthly. Both [[manga]] magazines are published by [[Shogakukan]], a long-time business partner of Nintendo, and have featured manga based on Nintendo properties (e.g. ''[[Super Mario-kun]]'', ''[[Kirby of the Stars: The Story of Dedede Who Lives in Pupupu|Kirby of the Stars]]'', ''Donkey Kong''). At the time of ''Pokemon''{{'}}s release, the main ''CoroCoro'' magazine was read by one in four elementary school students.<ref>{{Harvp|Pokemon Business Study Group|1998|p=73}}.</ref> ''CoroCoro'''s deputy editor-in-chief was {{ill|Masakazu Kubo|ja|久保雅一}}. On Ishihara's suggestion,<ref>{{Harvp|Pokemon Business Study Group|1998|p=75-76}}.</ref> Kubo commissioned the creation of [[Pokémon Pocket Monsters|a manga adaptation]]. Written and illustrated by {{ill|Kosaku Anakubo|ja|穴久保幸作}}, its first chapter was featured in the March/April issue of ''Bessatsu CoroCoro Comic'', released on 28 February 1996, the day after ''Red'' and ''Green''{{'}}s release.<ref>{{Harvp|Pokemon Business Study Group|1998|p=74}}.</ref> Shogakukan, which frequently surveys their target groups, determined that the ''Pocket Monsters'' manga was well received.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=195}}.</ref>

<!-- CoroCoro's Mew lottery -->
To further promote ''Red'' and ''Green'', the May issue of ''CoroCoro'', released on 15 April 1996, announced the "Legendary Pokemon Offer", centered around a mysterious, secret Pokemon called [[Mew (Pokémon)|Mew]].<ref>{{Harvp|Hatakeyama|Kubo|2000|p=204}}.</ref><ref name="CoroCoro_May_96">{{Cite magazine | title=ポケットモンスター「赤・緑」100 万本突破記念、青バージョン新発売！ | trans-title=To commemorate the sales of over 1 million copies of ''Pokemon Red'' and ''Green'', a new ''Blue'' version has been released! | magazine=[[CoroCoro Comic]] | date=15 April 1996 | pages=59–60}} ([https://archive.today/20250207173209/https://lavacutcontent.com/corocoro-comic-pokemon-blue/ Translation])</ref> Mew was a last-minute addition to ''Red & Green''. It is unobtainable in the game(s) through usual means, and was intended to be used at a later point in some post-launch activity.<ref name="Iwata_Asks_1">{{Cite interview | title=Just Making The Last Train | series=[[Iwata Asks]] | interviewer-first=Satoru | interviewer-last=Iwata | interviewer-link=Satoru Iwata | url=https://iwataasks.nintendo.com/interviews/ds/pokemon/0/0/ | archive-url=https://web.archive.org/web/20230328012400/https://iwataasks.nintendo.com/interviews/ds/pokemon/0/0/ | archive-date=28 March 2023 | url-status=live}}</ref> To participate in the promotion, ''CoroCoro'' readers had to send in a postcard, and from the entrants, 20 were selected at random. The winners then had to send in their cartridge so that Mew could be uploaded onto it. The lottery was a success and increased [[Word-of-mouth marketing|word-of-mouth]].<ref name="Chua-Eoan_Larimer_(1999)" /><ref name="Iwata_Asks_1" /> By September, sales of ''Red'' and ''Green'' had surpassed 1 million units.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=532}}.</ref>

====''Blue Version''====
After the release of ''Pokemon Red'' and ''Green'', Game Freak continued to grow, and a number of new employees were hired. For training purposes, they were ordered to study and make bug fixes to the [[source code]] of ''Red & Green'', and to create new [[Sprite (computer graphics)|sprites]] for it;<ref>{{Harvp|Tomisawa|2000|p=14}}.</ref> the test was later dubbed ''[[Pokemon Blue|Pocket Monsters Blue]]''. It was originally not meant to be sold. Only a small number of handmade copies were made, intended as a special gift to "20 to 100 people".<ref>{{Harvp|Hatakeyama|Kubo|2000|p=210}}.</ref> After Kubo learned of it, he encouraged Tajiri and Ishihara to allow an official release of ''Blue''. President [[Hiroshi Yamauchi]] initially rejected this, fearing it would confuse people into believing it was an entirely new ''Pokemon'' game. Kawaguchi then suggested an alternative, which Yamauchi agreed with: ''Blue'' would not receive a normal retail release, but would instead be made available only through mail order for a limited time as a special offer.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=212-213}}.</ref> It was announced in the November issue of ''CoroCoro'', which explicitly stated that ''Blue'' was not a new game, but rather a special, limited edition to celebrate 1 million sales of ''Red'' and ''Green''.<ref name="CoroCoro_May_96" /> The offer was a surprisingly big success: 300,000 units were expected to be sold, but over double was ordered.<ref>{{Harvp|Tomisawa|2000|p=16}}.</ref><ref>{{Harvp|Pokemon Business Study Group|1998|p=88-89}}.</ref>

====Trading Card Game====
<!-- Ishihara and a few others create the Pokemon Trading Card Game -->
The ''[[Pokemon Trading Card Game]]'' was one of the first [[collectible card game]]s (CCGs) developed in Japan. Its creation was influenced by ''[[Magic: The Gathering]]'', the first CCG in history.<ref name="Hatakeyama_Kubo_(2000)_p153">{{Harvp|Hatakeyama|Kubo|2000|p=153}}.</ref><ref name="Pokemon_Business_Study_Group_(1998)_p112-117">{{Harvp|Pokemon Business Study Group|1998|p=112-117}}.</ref><ref name="Kimura_2006">{{Harvp|Kimura|2006}}: "香山は続けて岩崎に、米国 WOC 社製「マジック・ザ・ギャザリング」というトレーディングカードゲームが米国で大人気であること、石原たちが開発した「ポケットモンスター カードゲーム」は「マジック・ザ・ギャザリング」をヒントにしているが、純国産のオリジナルトレーディングカードゲームであることを教えた。そして今の所、声をかけた、幾つかの大手卸問屋から取り組みを拒否されていることも岩崎に伝えた。" ("Kayama went on to tell Iwasaki that a trading card game called "Magic the Gathering" made by WOC [Wizards of the Coast] was very popular in the United States, and that the "Pokemon Card Game" developed by Ishihara and his colleagues was inspired by "Magic the Gathering". However, it was a completely original trading card game made in Japan. He also told Iwasaki that, so far, several major wholesalers he had approached had rejected the project.")</ref> Indeed, the ''Pokemon Trading Card Game'' can be considered a simplified version of ''Magic''.<ref>{{Cite book | first=Gilles | last=Brougère | chapter=Pokémon in France | page=197 | editor-first=Joseph | editor-last=Tobin | editor-link=Joseph Tobin | title=Pikachu's Global Adventure: The Rise and Fall of Pokémon | date=5 February 2004 | publisher=[[Duke University Press]] | isbn=978-0822332879 | ref={{harvid|Tobin|2004}}}}</ref><ref>{{Cite web | title=Pyramid Review: Pokemon Trading Card Game | date=29 January 1999 | work=[[Pyramid (magazine)|Pyramid]] | publisher=SJGames.com | url=http://www.sjgames.com/pyramid/sample.html?id=571 | archive-url=https://web.archive.org/web/20201021223225/http://www.sjgames.com/pyramid/sample.html?id=571 | archive-date=2020-10-21 | url-status=live}}</ref> First released in the United States in 1993, ''Magic'' had gained popularity not just in North America and Europe, but also in Asia.<ref>{{Harvp|Pokemon Business Study Group|1998|p=113}}.</ref> Ishihara was fond of [[playing card]]s,<ref name="Masuda_2019_interview" /> and had contributed to the development of at least three simple card games designed by [[Shigesato Itoi]] and released through Ape, Inc.{{efn|name=cardgames}} At the time, Ishihara was particularly interested in ''Magic: The Gathering''.<ref name="Hatakeyama_Kubo_(2000)_p153" /> While developing the ''Pokemon'' RPG, he realized that the concept behind it could be adapted into a ''Magic''-like CCG.<ref name="Kawaguchi_interview" /> The ''Pokemon Trading Card Game'' was designed by Ishihara,<ref>{{Cite AV media | title=#Pokemon20: The Pokémon Company's Tsunekazu Ishihara | url=https://www.youtube.com/watch?v=R7S_b5BxaB0&t=54s | publisher=The Official Pokémon YouTube channel | via=YouTube | archive-url=https://web.archive.org/web/20240124100022/https://www.youtube.com/watch?v=R7S_b5BxaB0 | archive-date=24 January 2024 | url-status=live | time=00:56 | quote=I was working really hard on its development at the time. That really takes me back.}}</ref> Akihiko Miura, Kōichi Ōyama, and Takumi Akabane.<ref>[https://www.mobygames.com/game/4707/pokemon-trading-card-game/credits/gameboy-color/ Pokémon Trading Card Game Credits], ''[[MobyGames]]''.</ref> All were former staff members of Ape and had previously worked on ''[[EarthBound]]'' (1994): Miura was the game's main designer, Ōyama was its art director, and Akabane was one of its chief debuggers.<ref>[https://www.mobygames.com/game/6676/earthbound/credits/snes/ EarthBound credits], ''MobyGames''.</ref>

<!-- Nintendo manufactures the cards, Media Factory becomes their distributor -->
While card games [[Karuta|have a long history in Japan]], a collectible card game was a relatively new concept there, and at the time not widely known.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=226}}.</ref> Because of this, Ishihara had difficulties finding distributors. Sometime in 1995, Ishihara pitched the card game to Nintendo. They agreed to have the cards manufactured, subcontracting an unidentified printing company. However, Nintendo did not want the hassle of having to develop a distribution system from the ground up, i.e. finding retailers willing to sell a CCG.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=233-234}}.</ref> Ishihara was then contacted by Satoshi Kayama, director of a small firm called [[Media Factory]]. Like Ishihara, Kayama was a fan of card games. He felt that CCGs would soon rise to prominence in Japan, and had been gathering information on the possibility of developing such a game in some form. When Kayama heard that Creatures had developed a CCG, he contacted Ishihara and offered to distribute it, signing the contract near the end of 1995.<ref>{{Harvp|Pokemon Business Study Group|1998|p=118-119}}.</ref>

<!-- The card game is launched in Japan -->
''CoroCoro'' again proved a valuable information channel. The ''Trading Card Game'' was first announced in the November issue, the same one that announced ''Pokemon Blue''.<ref>{{Harvp|Kimura|2006}}: "ポケモンカードゲームの全容は、10 月 15 日発売の月刊コロコロコミック 11 月号で初めて誌上公開された。(...) この号は、青バージョンの誌上通販を開始したのと同じ号であった。" ("The Pokemon card game was first revealed in the November issue of the monthly ''CoroCoro Comic'', released on October 15. (...) This issue was the same one that announced the magazine's mail order of the ''Blue'' version.")</ref> The issue came bundled with two promo cards: one of Purin ([[Jigglypuff]]) and one of [[Pikachu]]. Surveys showed that they were respectively the most and second-most popular Pokemon at the time.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=239}}.</ref> On 20 October 1996, the first card set was released.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=225}}.</ref> [[Booster pack]]s were launched the same day, containing 10 randomly inserted cards.<ref>{{Cite web | title=カードリスト {{pipe}} ポケットモンスターカードゲーム {{pipe}} 拡張パック第1弾 | trans-title=Card List {{pipe}} Pokemon Card Game {{pipe}} Expansion Pack Vol.1 | website=nazonobasho.com | date=22 December 2020 | url=https://nazonobasho.com/cardlist-pmcg01/ | archive-url=https://web.archive.org/web/20220521220714/https://nazonobasho.com/cardlist-pmcg01/ | archive-date=21 May 2022 | url-status=live}}</ref> In the West, the booster packs contained 11 cards.{{efn|name=boosters|From the original [[List of Pokémon Trading Card Game sets#Pokémon Base Set|Base Set]] to the [[List of Pokémon Trading Card Game sets#Neo Destiny|Neo Destiny sets]], the booster packs contained 11 cards. After that and throughout the [[List of Pokémon Trading Card Game sets#Third Generation Sets|third generation 'EX' sets]], the booster packs contained 9 cards. From the [[List of Pokémon Trading Card Game sets#Fourth Generation Sets|fourth generation ''Diamond and Pearl'' sets]] onwards, the packs contained 10 cards. Since the [[List of Pokémon Trading Card Game sets#Seventh Generation Sets|seventh generation ''Sun and Moon'' sets]], the packs have again contained 11 cards.}} The original set would be titled the [[List of Pokémon Trading Card Game sets#Pokémon Base Set|Base Set]] in English. Many more sets would follow. Despite being ignored by the media, except for ''CoroCoro'',<ref>{{Harvp|Hatakeyama|Kubo|2000|p=225-226 + 239}}</ref> the cards became an instant success upon release. 87 million ''Pokemon'' cards were shipped by the end of March 1997, six months after its launch, and one month before the debut of the next big installment of the franchise: the ''Pokemon'' anime. The success of the TV series would cause the cards' sales figure to explode: by March 1998, a total of 499 million cards had been produced in Japan.<ref name="Hatakeyama_Kubo_(2000)_p246-247">{{Harvp|Hatakeyama|Kubo|2000|p=246-247}}.</ref>

==== Anime production launches ====
<!-- Kubo convinces all parties that a Pokemon anime should be made -->
By August 1996, Kubo had become convinced of ''Pokemon''{{'}}s potential, and believed Shogakukan should create [[Pokémon (TV series)|an anime adaptation]].<ref>{{Harvp|Hatakeyama|Kubo|2000|p=256}}.</ref> Nintendo was hesitant, noting that if the anime would flop, it would negatively affect the popularity of the game.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=258}}.</ref> Ishihara initially opposed the idea, because he thought it would overly hasten the 'consumption' of the property: he feared that if the series would end, people would assume that ''Pokemon'' has ended, and move on to the next thing.<ref>{{Harvp|Pokemon Business Study Group|1998|p=146-148}}.</ref> At the time, Creatures and Game Freak were planning the sequel(s) to ''Red'' and ''Green'', [[Pokemon Gold and Silver|''Pokemon Gold'' and ''Silver'']], and Ishihara did not want the anime to end before they could release their new games.<ref name="Iwata_Asks_2">{{Cite interview | title=The King Of Portable Toys | series=[[Iwata Asks]] | interviewer-first=Satoru | interviewer-last=Iwata | interviewer-link=Satoru Iwata | url=https://iwataasks.nintendo.com/interviews/ds/pokemon/0/1/ | archive-url=https://web.archive.org/web/20230328012415/https://iwataasks.nintendo.com/interviews/ds/pokemon/0/1/ | archive-date=28 March 2023 | url-status=live}}</ref><ref>{{Harvp|Hatakeyama|Kubo|2000|p=259}}.</ref> Kubo was ultimately able to resolve the concerns of all parties involved. An important aspect of Kubo's bargaining power was the then-ongoing [[Mini 4WD]] craze and its accompanying hit series ''[[Bakusō Kyōdai Let's & Go!!]]''. Kubo had an important role in the creation of both, which impressed the stakeholders.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=182-183 + 275}}.</ref> To appease Ishihara, Kubo promised him that the anime would last for at least a year and a half. This was unusually long for a debuting anime, and required a big investment.<ref name="Iwata_Asks_2" /><ref>{{Harvp|Pokemon Business Study Group|1998|p=151-153}}.</ref> Kubo's proposal for ''Pocket Monsters'' was officially approved on 26 September 1996.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=250 + 283 + 287–288}}.</ref> For Nintendo of Japan, it was the first time they licensed a TV series.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=279}}.</ref> Kubo assigned independent producer {{ill|Choji Yoshikawa|ja|吉川兆二}} to lead the project.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=310}}.</ref>

<!-- OLM contracted, writing team formed -->
[[Shogakukan Productions]], commonly called ShoPro, was Shogakukan's production company. The animation company they commissioned was [[OLM, Inc.]] (Oriental Light and Magic), on Kubo's suggestion.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=318}}.</ref> [[Kunihiko Yuyama]], one of OLM's founding members, became the anime's director. ShoPro assembled a team of five writers, plus two supporting writers.<ref>{{Harvp|Pokemon Business Study Group|1998|p=169}}.</ref> All key people involved with the production of ''Pokemon'' were well-experienced and had proven track records within Japan's anime industry. Yoshikawa felt that the team got lucky. "The probability of so many great people coming together at the same time is very low", he said.<ref name="Hatakeyama_Kubo_(2000)_p340">{{Harvp|Hatakeyama|Kubo|2000|p=340}}.</ref> Per Tajiri's explicit condition,<ref>{{Harvp|Hatakeyama|Kubo|2000|p=260-261 + 282}}.</ref> every anime team member had to play the game extensively, including the illustrators and voice actors.<ref name="Hatakeyama_Kubo_(2000)_p340" /> The anime staff "unanimously agreed that the game was interesting"<ref>{{Harvp|Pokemon Business Study Group|1998|p=156}}.</ref> and "felt connected with each other through the world of ''Pokemon''",<ref name="Hatakeyama_Kubo_(2000)_p340" /> feeling positively challenged to make an anime that would match the game's quality.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=324-326}}.</ref>

<!-- Production council formed, Pikachu is selected as a central icon -->
[[File:Liam meets pikachu (14438634188).jpg|thumb|A boy hugging a Pikachu-[[costumed performer]]. Pikachu became a popular character among both boys and girls.<ref name="Pokemon_Business_Study_Group_p98">{{Harvp|Pokemon Business Study Group|1998|p=98}}.</ref>]]
A production council was formed to produce the anime. Different people appeared at different meetings, but four individuals usually present were Ishihara of Creatures, Sugimori of Game Freak, Yuyama of OLM, and independent producer Yoshikawa. Yoshikawa had the final say. The council decided on the anime's worldview, characters, general storyline, and various important details. The early meetings, which were also attended by Tajiri, usually started with a Q&A session in which Tajiri and Ishihara were asked about the Pokemon universe.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=308-309}}.</ref> The council was careful to have the anime be in concordance with the video game. Inevitably, there had to be differences between the two, but all agreed that the overall worldview as envisioned by Tajiri should not be disturbed.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=309 + 332}}.</ref> At the start of the video game, the player has to choose one of three starter Pokemon: Fushigidane, Hitokage, or Zenigame ([[Bulbasaur]], [[Charmander]], or [[Squirtle]]). The council didn't want to unfairly popularize any of them, and wanted the protagonist to start out with a different Pokemon.<ref>{{Harvp|Pokemon Business Study Group|1998|p=164-165}}.</ref><ref>{{Cite magazine | first1=Toshifumi | last1=Yoshida | first2=Bill | last2=Flanagan | title=Animerica interview: Takemoto Mori | magazine=[[Animerica]] | date=July 1999 | volume=7 | pages=28 + 30 | url=https://www.animenostalgiabomb.com/1st-pokemon-cover-pikachu-and-ash-ketchum-animerica-july-1999/ | archive-url=https://web.archive.org/web/20231201224853/https://www.animenostalgiabomb.com/1st-pokemon-cover-pikachu-and-ash-ketchum-animerica-july-1999/ | archive-date=1 December 2023 | url-status=live | quote=The main point is not to alienate any of the kids. For example, if we had the main character choose Zenigame (Squirtle), then some of the kids would say, "Hey, I chose Hitokage (Charmander)," and that would lead to the kid saying, "Who needs this show!"}}</ref> Kenji Hatakeyama, who interviewed various people involved with the creation of ''Pokemon'', wrote that, by coincidence, three people independently suggested to the council that a [[Pikachu]] should be a main character in the anime: Kubo, Yuyama, and Keisuke Iwata of TV Tokyo's Film Department.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=334}}.</ref> In the end, all council members agreed that Pikachu should be one of ''Pocket Monsters''{{'}} central icons, as they expected Pikachu to appeal to both boys and girls, as well as their mothers. This would expand the franchise's audience, which was considered a core objective of the anime.<ref>{{Harvp|Allison|2006|p=226 + 244}}.</ref><ref>{{Harvp|Pokemon Business Study Group|1998|p=165 + 196}}.</ref>

<!-- Pokemon communication style in the anime is decided -->
During the council's first meeting, Yoshikawa brought up the issue on whether the Pokemon in the anime could talk, and if not, how they could communicate. In the video games, each has a specific cry. In [[Pokémon Pocket Monsters|Anakubo's ''CoroCoro'' manga]], most could speak. At first, the council believed there should be a mixture of Pokemon that could talk and some that could not. However, this idea was eventually discarded: the Pokemon had to make a specific cry. The council agreed that Pokemon were like animals, and while they and humans should be able to understand each other in the series, they should not speak each other's language.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=323-324}}.</ref> It was decided that Pikachu would repeatedly say its own name in various intonations. The role of Pikachu was given to [[Ikue Otani]]. During try-outs, Yuyama had Otani voice Pikachu in normal Japanese, as well as in 'Pikachu talk', in which it only said the syllables of its name. Yuyama realized that, even in the latter style of limited communication, Otani was experienced enough to still convey the messages and emotions needed.<ref>{{Harvp|Pokemon Business Study Group|1998|p=166-167}}.</ref>

<!-- Anime debuts and becomes a hit, Pocket Monsters Pikachu (= Pokémon Yellow) released -->
ShoPro paid half of the production cost of ''Pokemon''. [[TV Tokyo]] paid the other half and was granted co-ownership of the anime.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=327-328}}.</ref> The ads during the show{{'}}s commercial breaks were managed by advertisement agency {{ill|JR Kikaku|ja|ジェイアール東日本企画}}, which was in turn paid by sponsors buying advertisement space.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=290 + 299–300 + 329–331}}.</ref> In negotiating with TV Tokyo, Kubo managed to secure the 19:00 – 19:30 timeslot on Tuesdays.<ref>{{Harvp|Pokemon Business Study Group|1998|p=153-154}}.</ref> ''Pocket Monsters'' premiered on 1 April 1997. By November, it had become the highest-rated program on TV Tokyo.<ref>{{Cite web | first=George | last=Phillips | title=10th Anniversary of Pokemon in Japan | website=[[Anime News Network]] | date=27 March 2007 | url=https://www.animenewsnetwork.com/news/2007-03-27/10th-anniversary-of-pokemon-in-japan | archive-url=https://web.archive.org/web/20080512055515/http://www.animenewsnetwork.com/news/2007-03-27/10th-anniversary-of-pokemon-in-japan | archive-date=12 May 2008 | url-status=live}}</ref> The anime succeeded in its goal of widening ''Pokemon''{{'}}s audience. Although the video games and the cards remained mostly of interest to boys, the anime also got more girls interested in the franchise, and girls' purchases of ''Pokemon'' products increased.<ref name="Pokemon_Business_Study_Group_p98" /> This has been partly credited to Pikachu, who gained widespread popularity among both boys and girls.<ref>{{Harvp|Pokemon Business Study Group|1998|p=167 + 172 + 198–199}}.</ref> The success of this character would later lead to the game ''Pocket Monsters Pikachu'' (''[[Pokémon Yellow|Pokémon Yellow: Special Pikachu Edition]]''), released in Japan on 12 September 1998.<ref>{{Cite web | title=ポケットモンスター ピカチュウ | website=nintendo.co.jp | url=https://www.nintendo.co.jp/n02/dmg/apsj/ | archive-url=https://web.archive.org/web/20130503230011/http://www.nintendo.co.jp/n02/dmg/apsj/ | archive-date=3 May 2013 | url-status=live}}</ref><ref>{{Cite web | title=ポケットモンスター ピカチュウ{{pipe}}ポケットモンスターオフィシャルサイト | website=pokemon.co.jp | url=https://www.pokemon.co.jp/game/other/gb-pikachu/ | archive-url=https://web.archive.org/web/20130206082341/http://www.pokemon.co.jp/game/other/gb-pikachu/ | archive-date=6 February 2013 | url-status=live}}</ref> An adaptation of ''Pokemon Blue'', this version was made to resemble the TV series more.<ref>{{Harvp|Pokemon Business Study Group|1998|p=251}}.</ref>

====Copyright council formed, merchandising expands====
<!-- Nintendo grants exclusive licensor rights to ShoPro -->
In the early months of the franchise, Nintendo was the contractual representative for ''Pokemon'', and thus the central contact point for all ''Pokemon''-related [[Brand licensing|licensing]] (the approval of branded products).<ref>{{Harvp|Hatakeyama|Kubo|2000|p=250 + 306}}.</ref> Around the time that planning of the anime begun, licensing requests for ''Pokemon'' started to increase, which Nintendo had difficulties handling due to a lack of (experienced) staff.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=294-295}}.</ref> Nintendo consequently granted ShoPro exclusive licensor rights. This was the first time that Nintendo of Japan (NoJ) granted licensor rights to another company, aside from its overseas subsidiaries Nintendo of America (NoA) and Nintendo of Europe (NoE).<ref>{{Harvp|Hatakeyama|Kubo|2000|p=293}}.</ref>

<!-- Copyright council formed, description of the licensing process -->
A copyright council was formed, headed by Ishihara. Beginning in April 1997, the council met every Tuesday, in the conference room of Creatures' office, at the Nintendo Kanda Building in [[Sudachō]], Tokyo.<ref name="Creatures_profile" /><ref>{{Harvp|Hatakeyama|Kubo|2000|p=391}}.</ref><ref>{{Harvp|Pokemon Business Study Group|1998|p=55}}.</ref> Attendees usually included Ishihara and his secretary, representatives of Nintendo, Game Freak, ShoPro, TV Tokyo, and JR Kikaku, as well as head of the anime Yoshikawa.<ref>{{Harvp|Pokemon Business Study Group|1998|p=55 + 157}}.</ref> Broadly put, every meeting had three types of agenda items: discussing ''Pokemon''-related events and basic policies in Japan, discussing Shogakukan publication plans, and considering [[merchandise]] proposals.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=392-393}}.</ref> For merchandising, the council set the bar high. Fiercely protective of ''Pokemon''{{'}}s [[brand equity]], Ishihara was unwilling to greenlit an item just because it had a picture of a Pokemon printed on it. To avoid the market being flooded with low-quality goods, Ishihara put very specific demands on the products he evaluated.<ref name="Iwata_Asks_2" /><ref>{{Harvp|Tomisawa|2000|p=272-274}}.</ref> Furthermore, in most cases, the council opted to contract one company for each product category.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=306}}.</ref> Because of this, most merchandise proposals were rejected: of the approximately 7,500 applications submitted in 1997, only about 5% was approved.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=384}}.</ref>

<!-- Examples of early merchandise, Pokemon positively affects Japan's economy -->
By March 1998, 35 companies offered licensed ''Pokemon'' goods, and there were approximately 700 ''Pokemon'' products.<ref name="Sato_(1998)_p118">{{Harvc | first=Tetsurō | last=Sato | year=1998 | chapter=Pokemon course for fathers | in=Ohtsuki | p=118}}</ref><ref>{{Harvc | first=Tetsurō | last=Sato | year=1998 | chapter=The Birth of Pokemon | in=Ohtsuki | p=142}}</ref> [[Tomy]] manufactured ''Pokemon'' toy figures and plush dolls.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=384-385}}.</ref> [[Bandai]] made ''Pokemon'' ''[[gashapon]]'', dolls and ''[[ramune]]''-flavored candy in a plastic box in the shape of a Game Boy.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=302}}.</ref> [[Meiji Seika]] produced ''Pokemon'' chocolate snacks and pudding.<ref name="Sato_(1998)_p118" /><ref>{{Harvp|Hatakeyama|Kubo|2000|p=300}}.</ref> The lucrative franchise provided a much-needed boost to Japan's economy, which was stagnating in what would later be called the [[Lost Decades|Lost Decade]].<ref name="Allison p. 194, 236">{{Harvp|Allison|2006|p=194 + 236}}.</ref><ref>{{Cite journal | first=Anne | last=Allison | author-link=Anne Allison | title=The Cool Brand, Affective Activism and Japanese Youth | journal=Theory, Culture & Society | date=2009 | volume=26 | issue=2–3 | page=97 | doi=10.1177/0263276409103118| s2cid=145599508  | issn=0263-2764 }}</ref> An example of a firm that benefited greatly from ''Pokemon'' was food manufacturer {{ill|Nagatanien|jp|永谷園}}. From May 1997, the company began selling ''Pokemon''-branded [[Japanese curry|curry]], ''[[furikake]]'', and [[baking mix]]es.<ref name="Sato_(1998)_p118" /><ref name="Magic_p61">{{Cite news | title=Untitled article | work=[[Chunichi Shimbun]], morning edition | date=18 December 1997}} Included in {{Harvp|Ohtsuki|1998|p=61}}.</ref> In December 1997, Nagatanien was hit hard by the collapse of one of its biggest sales channels, [[:jp:カーギルジャパン#東食|Toshoku]], in what was then the third-largest bankruptcy in Japan's postwar history.<ref name="Pokemon Business Study Group p. 266">{{Harvp|Pokemon Business Study Group|1998|p=266}}.</ref><ref>{{Cite news | first=Martin | last=Mitchell | title=Big Firm's Failure Rattles Japan: Asian Tremors Spread | date=20 December 1997 | work=[[International Herald Tribune]] | url=https://www.nytimes.com/1997/12/20/news/big-firms-failure-rattles-japan-asian-tremors-spread.html | url-access=subscription | archive-url=https://web.archive.org/web/20221023160820/https://www.nytimes.com/1997/12/20/news/big-firms-failure-rattles-japan-asian-tremors-spread.html | archive-date=23 October 2022 | url-status=live}}</ref> Nonetheless, due to their ''Pokemon''-licensed products, Nagatanien reported net profits in fiscal years '97 and '98, despite having forecasted losses.<ref name="Magic_p61" /><ref name="Pokemon Business Study Group p. 266" /><ref>{{Harvp|Hatakeyama|Kubo|2000|p=385}}.</ref>

===="Dennō Senshi Porygon" incident====
{{See also|Pokémon episodes removed from rotation}}

<!-- Brief summary of the episode -->
In the evening of 16 December 1997, the ''Pokemon'' franchise was hit by a crisis related to the broadcast of the anime's 38th episode, "[[Dennō Senshi Porygon]]" (Computer Warrior Porygon). It was watched by approximately 4.6&nbsp;million households.<ref>{{Cite web | title=An Interim Report from the "Study Group on Broadcasting and Audio-Visual Sensory Perception | date=April 1998 | publisher=[[Ministry of Posts and Telecommunications (Japan)|Ministry of Posts and Telecommunications]] | url=http://www.soumu.go.jp/joho_tsusin/policyreports/english/group/broadcasting/interim_rep.html | archive-url=https://web.archive.org/web/20081023122526/http://www.soumu.go.jp/joho_tsusin/policyreports/english/group/broadcasting/interim_rep.html | archive-date=23 October 2008 | url-status=dead}}</ref> In the episode, the cast is transported into a virtual world, accompanied by a [[Porygon]], a digital, human-made Pokemon. While flying through cyberspace, they are attacked by an anti-virus program which mistakes them for viruses, shooting "vaccine missiles" at the group resulting in explosions of bright, rapidly swapping red and blue flashes.<ref>{{Cite web |date=15 December 2022 |title=It's Been 25 Years Since Pokémon Accidentally Gave People Seizures |url=https://gizmodo.com/pokemon-porygon-seizures-pikachu-shock-25th-anniversary-1849900785 |access-date=2023-09-16 |website=Gizmodo |language=en |archive-date=25 September 2023 |archive-url=https://web.archive.org/web/20230925173836/https://gizmodo.com/pokemon-porygon-seizures-pikachu-shock-25th-anniversary-1849900785 |url-status=live }}</ref>

<!-- People are brought to hospitals, broadcasting of Pokemon is halted, Mewtwo Strikes Back is made -->
The intense stimuli brought about by the episode triggered a variety of adverse health effects in more than 10,000 viewers,<ref>{{Cite news | title=ポケモン・パニック | trans-title=Pokemon Panic | work=Tokyo [[Yomiuri Shimbun]], morning edition | date=18 December 1997}} Included in {{Harvp|Ohtsuki|1998|p=38}}.</ref> primarily irritated eyes, headaches, dizziness, and nausea.<ref name="Kōsei-shō_report">{{Cite web | title=光感受性発作に関する臨床研究 | trans-title=Clinical research on photosensitive seizures | date=April 1998 | publisher=[[Ministry of Health, Labour and Welfare|Ministry of Health and Welfare]] | url=https://www.mhlw.go.jp/www1/houdou/1004/h0414-2.html | archive-url=https://web.archive.org/web/20201031170136/https://www.mhlw.go.jp/www1/houdou/1004/h0414-2.html | archive-date=31 October 2020 | url-status=live}}</ref> A small part suffered a [[Photosensitive epilepsy|photosensitive epileptic]] [[seizure]], manifested in loss of conscious and/or convulsions.<ref name="Kōsei-shō_report" /><ref>{{Cite news | title=ポケモン被害百三十人以上が入院救急搬送六百五十一人 | trans-title=More than 130 Pokemon victims hospitalized and 651 people transported to emergency rooms | work=[[Sankei Shimbun]], evening edition | date=17 December 1997}} Included in {{Harvp|Ohtsuki|1998|p=16-17}}.</ref> Hundreds{{efn|A definitive number could not be established. The [[Fire and Disaster Management Agency]] announced that, as of 17:00, 17 December, a total of 685 people had been taken to hospitals in direct relationship to the ''Pokemon'' episode. Of these, 208 people were actually hospitalized.<ref>{{Cite news | title=被害状況 | trans-title=Damage situation | work=[[Mainichi Shimbun]], morning edition | date=18 December 1997}} Included in {{Harvp|Ohtsuki|1998|p=38}}.</ref> However, different figures have been stated by different sources.<ref>{{Cite web | title=Pocket Monsters TV Cartoon Show Seizures News Coverage, Page 1 | url=https://www.virtualpet.com/vp/farm/pmonster/seizures/pmnews1.htm | website=virtualpet.com | archive-url=https://web.archive.org/web/19990421131836/http://www.virtualpet.com/vp/farm/pmonster/seizures/pmnews1.htm | archive-date=21 April 1999 | url-status=live}}</ref><ref>{{Cite web | title=Pocket Monsters TV Cartoon Show Seizures News Coverage, Page 2 | url=https://www.virtualpet.com/vp/farm/pmonster/seizures/pmnews2.htm | website=virtualpet.com | archive-url=https://web.archive.org/web/19990421171426/http://www.virtualpet.com/vp/farm/pmonster/seizures/pmnews2.htm | archive-date=21 April 1999 | url-status=live}}</ref> ''Pokemon Story'' (2000), a 500+ page book on ''Pokemon'', states that "approximately 750 children" were taken to hospitals, of which 135 were hospitalized.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=358-359}}.</ref> It has been reported that, due to the incident catching the country off-guard, different methods of surveying were used throughout Japan, and these methods were not always accurate.<ref>{{Cite news | title=正確な患者数つかめず | trans-title=Exact number of patients could not be determined | work=[[Shizuoka Shimbun]], morning edition | date=21 December 1997}} Included in {{Harvp|Ohtsuki|1998|p=80}}.</ref>}} of children were brought to hospitals, although a part of them had recovered enough upon arrival and did not need to be hospitalized. No one died. Broadcasting of ''Pokemon'' was halted, and new guidelines were implemented to help prevent similar events from happening.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=380}}.</ref> With the show on [[Hiatus (television)|hiatus]], ShoPro and OLM worked on a feature ''Pokemon'' film. By the time the incident occurred, its script was already written, and the movie was in the storyboard stage. In mid-January, the staff resumed creating new episodes.<ref>{{Harvp|Hatakeyama|Kubo|2000|p=389-390}}.</ref> The anime series returned on 16 April 1998.<ref>{{Cite web | title=WORLD DATELINES | date=1 April 1998 | website=[[Houston Chronicle]] | url=https://www.chron.com/news/article/WORLD-DATELINES-3097306.php | archive-url=https://web.archive.org/web/20230520123740/https://www.chron.com/news/article/WORLD-DATELINES-3097306.php | archive-date=20 May 2023 | url-status=live | quote=Pokemon, as the series is called in Japan, back April 16 follows investigations by the network and the National Association of Commercial Broadcasters.}}</ref> The film, titled ''Pocket Monsters the Movie: Mewtwo Strikes Back'' (''[[Pokémon: The First Movie]]''), premiered on 18 July 1998, and became the fourth highest grossing film of the year in Japan.<ref>{{Cite web | title=過去配給収入上位作品（配給収入10億円以上番組）— 1998年（1月～12月）| trans-title=Top films with past distribution revenues (films with distribution revenues of 1 billion yen or more) — 1998 (January to December) | website=eiren.org | publisher=Motion Pictures Producers Association of Japan | url=http://eiren.org/toukei/1998.html | archive-url=https://web.archive.org/web/20100613064628/http://eiren.org/toukei/1998.html | archive-date=13 June 2010 | url-status=dead}}</ref><ref>{{Cite web | first=Michael | last=Wolf | title=Pokemon Movie Frenzy | website=[[Daily Radar]] | url=http://www.dailyradar.com/features/game_feature_page_31_1.html | archive-url=https://web.archive.org/web/20000613055906/http://www.dailyradar.com/features/game_feature_page_31_1.html | archive-date=13 June 2000 | url-status=dead | quote=The movie (...) became the fourth highest grossing film of the year.}}</ref>

<!-- The crisis ultimately doesn't hurt Pokemon -->
Ultimately, the incident did not damage the ''Pokemon'' franchise – it in fact grew further during and after the anime's hiatus. While video rental tapes were removed from shelves,<ref>{{Cite news | title=ビデオ貸し控えも | trans-title=Video Rentals Suspended | date=19 December 1997 | work=[[Hokkaido Shimbun]], morning edition (South Hokkaido)}} Included in {{Harvp|Ohtsuki|1998|p=70}}.</ref><ref>{{Cite news | title=アニメ「ポケモン」問題でレンタルビデオの自粛相次ぐ | trans-title=Due to the "Pokemon" anime issue, multiple video rental companies have suspended rentals | work=Minami-Nihon Shimbun, morning edition | date=19 December 1997}} Included in {{Harvp|Ohtsuki|1998|p=70}}.</ref> all other ''Pokemon'' products continued to be sold as usual, and customer demand for them remained high.<ref>{{Cite news | title=クリスマスのプレゼントは? | trans-title=What are your Christmas presents? | work=[[Asahi Shimbun]], morning edition | date=24 December 1997}} Included in {{Harvp|Ohtsuki|1998|p=83}}.</ref><ref>{{Harvp|Hatakeyama|Kubo|2000|p=380-381}}.</ref> Helping matters was a general understanding among businesses that the anime was not canceled, but rather suspended, and many executives (correctly) expected the show to be resumed after precautions had been taken. Supermarkets and other distribution outlets responded calmly to the crisis, and did not remove ''Pokemon'' products from their sales floors.<ref>{{Harvp|Pokemon Business Study Group|1998|p=207}}.</ref>