Why TOMY’s 20th Anniversary Line Rotated Beyond Pikachu

TOMY’s Pokémon 20th Anniversary Collection was designed as a year-long celebration rather than a monthly parade of the franchise’s most recognisable character. Released in 2016, the range used limited-edition toys, plush figures, Clip ’n’ Carry Poké Balls and special retailer products to represent the wider Pokémon world.

Pikachu remained central to the campaign, but the release calendar gave space to the Mythical Pokémon associated with the series’ history. That choice made the collection feel like a commemorative programme, not simply another assortment built around the yellow mascot.

For collectors, the absence of a new Pikachu figure in every monthly wave can seem surprising. Pikachu is the safest commercial choice, especially in a toy aisle where parents and casual fans recognise the character immediately. Yet repeating the same character would have worked against the anniversary line’s purpose.

The Australian market also adds useful context. A collector shopping at Target, Big W, Kmart or a specialist game retailer might have encountered different stock from a fan importing figures online. Retail timing, retailer exclusivity and the smaller local market could all affect which pieces appeared on shelves and when.

The anniversary calendar was built around Pokémon history

The 20th anniversary was an opportunity to acknowledge Pokémon across multiple generations. Rather than treating the occasion as a single-character celebration, TOMY could connect each release period with a different part of the franchise’s mythology. Mythical Pokémon were especially suitable because they carry a sense of rarity and discovery.

Characters such as Mew, Celebi, Jirachi, Shaymin, Victini and Volcanion represented the special-event tradition that has always surrounded Pokémon. Their limited appearances in games, films and distributions gave the range a collecting theme. A monthly rotation encouraged fans to follow the programme and look for the next character instead of buying one familiar plush and stopping there.

This approach also helped the collection speak to older fans. Someone who first played Pokémon Red or Blue might have wanted Mew, while a later fan could feel a stronger connection to Victini, Meloetta or Hoopa. A Pikachu-only schedule would have acknowledged brand recognition, but a broader character roster acknowledged the franchise’s long timeline.

The Shaymin plush figure illustrates that strategy well. Its appeal comes from the character’s distinctive identity and anniversary significance, giving collectors a reason to seek out a figure they might not already own.

Pikachu still had a continuing role

Not appearing in every monthly character release did not mean Pikachu was pushed aside. Pikachu products could anchor the wider range, including special finishes, accessories or anniversary-themed items that worked independently from the Mythical Pokémon schedule. The mascot remained useful for gift buyers who wanted an instantly recognisable Pokémon.

That distinction matters because a character calendar and a complete product line serve different purposes. A monthly series benefits from variety, while a permanent or broadly distributed assortment benefits from dependable names. TOMY could use Pikachu to maintain broad appeal without allowing the anniversary programme to become visually repetitive.

Pikachu also performs a different job in the brand hierarchy. It is the everyday face of Pokémon: easy to identify in a shop window, on packaging or in a television advertisement. Mythical Pokémon, by comparison, create discovery value. Their less predictable presence makes the collection feel more like a hunt, which is valuable to dedicated fans and toy collectors.

For Australian families, this separation could be practical. A child might find a Pikachu item at a mainstream retailer during a weekend trip to the local shopping centre, while a collector might track down a less common Mythical Pokémon through a specialist shop or an online seller. The two parts of the range could therefore reach different buyers without competing for exactly the same role.

Limited editions needed character variety

A limited-edition collection depends on perceived scarcity. If every monthly release featured another version of Pikachu, the differences might have become too subtle for shoppers to notice. Changing the featured Pokémon made each wave easier to distinguish and gave the release schedule a clear narrative.

Variety also increased the possibility of collecting by preference. Some fans collect a favourite generation, some focus on Mythical Pokémon, and others look for plush designs with unusual colours, poses or accessories. A broader line lets those interests overlap. The result is a collection with several entry points instead of a single repeated purchase.

Manufacturing and merchandising considerations likely mattered as well. A toy range needs a manageable mix of sizes, fabrics, packaging formats and price points. Releasing different Pokémon across plush and role-play products allows the assortment to remain fresh while supporting the same anniversary branding. It also gives retailers more than one reason to refresh a display.

In Australia, where shelf space can be tightly managed and stock may arrive in waves, a varied assortment can help a retailer present the campaign as an event. A new character gives staff and shoppers something to notice, whereas another near-identical Pikachu release may be less effective in a busy Target or Big W aisle.

Retailer exclusives made the schedule less uniform

The collection’s release experience was shaped by retailer relationships. Special products may have been assigned to particular chains or markets, which meant that the official calendar did not always translate into identical availability everywhere. The difference between a general release and an exclusive item could affect packaging, timing and the chance of finding a particular figure.

That is why comparisons between markets need care. The retailer exclusivity differences show how the same anniversary strategy could be presented through different retail partners. A product associated with one American chain was not automatically guaranteed to appear through an Australian equivalent.

Australia has its own retail pattern. GameStop branding is not the normal reference point for Australian shoppers, who may look to EB Games, department stores, toy chains or online importers instead. Even when the character range is officially licensed, distribution can be narrower, and a collector in Brisbane, Perth or regional New South Wales may see stock at a different time from someone in Melbourne.

That unevenness can make the missing monthly Pikachu feel more noticeable. A collector may see a promotional image featuring Pikachu, then encounter a local shelf dominated by a Mythical Pokémon release. This is not necessarily a gap in the global plan; it can reflect the way exclusive products and regional supply were filtered through different retail channels.

The collection balanced recognition with discovery

A successful anniversary line needs a familiar entry point, but it also needs a reason to explore. Pikachu supplied recognition, while the rotating Mythical Pokémon supplied discovery. That balance allowed TOMY to celebrate the whole property without losing the character that casual shoppers associate most strongly with Pokémon.

The line’s official Nintendo licensing reinforced that connection to the broader franchise. The toys were presented as part of a coordinated 20th anniversary programme, so the character choices could carry historical meaning rather than being selected only for immediate sales potential.

For collectors, the result was a more interesting record of 2016. A display containing only Pikachu would have shown the mascot’s popularity, but a display containing Mew, Celebi, Jirachi, Shaymin and other anniversary figures shows how Pokémon expanded across generations. The monthly rhythm turned the range into a snapshot of the series’ deeper catalogue.

That is the central reason there was no Pikachu in every month: the collection was using Pikachu carefully. Keeping the mascot available in selected products protected its importance, while rotating the featured characters gave the anniversary line rarity, variety and a stronger collecting purpose.

What collectors should look for in the range