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Expect more of this kind of shit.
TPC is turning Pokemon into a lifestyle brand. Between this, Pokemon Shirts, Pokemon Go, and Pokemon Sleep, we haven't even scratched the surface of what is yet to come.
They know their audience that grew up with Gen 1 is starting to have kids and they are catering to build a lifestyle brand for millennials and their families so that their kids can get into Pokemon too.
Honestly, it's a solid business decision. It's gonna work and it's gonna make them so much money. If only they used some of that money to make their core product that everything revolves around better.
