Pokémon GO’s 10th Anniversary Celebrated with Exclusive Merchandise at Pokémon Centers
Pokémon GO is turning 10 years old, and The Pokémon Company is celebrating the milestone with a brand-new collection of exclusive merchandise coming to Pokémon Centers across Japan.
Launching on Saturday, July 11, 2026, the collection is inspired by the hit mobile game and includes plush toys, apparel, accessories, and stationery featuring a very special new Pikachu that Pokémon GO players will soon be able to meet in-game.
Even better, Pokémon Center Online Japan will begin selling the range a little earlier on Thursday, July 9, 2026.
Meet Professor Willow’s Assistant Pikachu
The highlight of the collection is Professor Willow’s Assistant Pikachu, a brand-new costumed Pikachu created to celebrate Pokémon GO’s 10th Anniversary.
While the special Pikachu won’t officially appear in Pokémon GO until Tuesday, July 21, 2026, fans visiting Pokémon Centers will have the chance to purchase merchandise featuring the character before its in-game debut.
The new Pikachu is available as both a:
- Plush Toy
- Mascot Plush
making it an instant must-have for Pokémon GO collectors.
Pokémon GO-Inspired Apparel
The anniversary collection also includes clothing designed specifically with Trainers in mind.
One standout item is a Pokémon GO T-shirt featuring a large back graphic and a practical chest pocket sized to hold a Pokémon GO Plus + device while exploring.
To complete the look, Pokémon Trainers can also pick up a matching cap featuring:
- The official Pokémon GO logo
- An embroidered Pikachu patch
It’s the perfect outfit for Community Days, GO Fest, or simply heading out on your next adventure.
More Anniversary Merchandise
Alongside the plushies and apparel, the collection also includes several everyday accessories, including:
- Acrylic Keychain
- A4 Clear File
- Pokémon GO-themed apparel
- Collectible accessories featuring Professor Willow’s Assistant Pikachu
The collection captures the adventurous spirit of Pokémon GO while celebrating ten incredible years of exploring the real world with Pokémon.
Release Information
Pokémon Center Stores (Japan)
Release Date: Saturday, July 11, 2026
Pokémon Center Online Japan
Release Date: Thursday, July 9, 2026 (10:00 AM JST)
Official Product Lineup Pricing
Some of the items available include:
- Professor Willow’s Assistant Pikachu Plush – ¥2,750
- Professor Willow’s Assistant Pikachu Mascot – ¥1,980
- A4 Clear File – ¥275
- Pokémon GO T-Shirt (Unisex M & L) – ¥3,850
- Pokémon GO Cap – ¥2,970
- Acrylic Keychain – ¥770
Celebrating a Decade of Adventure
Since launching in July 2016, Pokémon GO has become one of the most successful mobile games ever created, encouraging millions of Trainers around the world to explore their local communities while catching Pokémon, battling in raids, and taking part in global events.
Over the past decade, the game has introduced hundreds of Pokémon, Mega Evolution, Dynamax battles, Routes, Party Play, GO Fest events, and countless Community Days, helping keep players engaged year after year.
This new merchandise collection is a fitting way to celebrate ten years of unforgettable adventures.
