Pokémon Distances Itself From Viral Immigration Enforcement Video

The Pokémon Company moved quickly to disavow a viral immigration enforcement video that featured the franchise's theme song and iconic "Gotta Catch 'Em All" slogan, underscoring the risks brands face when their intellectual property is used without permission in politically charged content.

The video, shared on social media platform X by the U.S. Department of Homeland Security, promoted immigration arrests and concluded with images of deportees displayed as "Pokémon Cards." The content sparked immediate backlash online, forcing the entertainment company into crisis management mode.

Brand Risk in Political Contexts

"Our company was not involved in the creation or distribution of this content, and permission was not granted for the use of our intellectual property," a Pokémon Company spokesperson told TMZ.

The incident highlights growing concerns about unauthorized use of brand intellectual property in political campaigns, which can result in market backlash and reputational damage for companies that have spent decades building family-friendly images.

Pokémon has cultivated a global fanbase across multiple generations through its games, animated series, movies, and merchandise. The brand's association with politically divisive content, even without authorization, poses particular risks given its international reach and diverse customer base.

Pokémon’s Action Towards the Current Situation

The company hasn't indicated whether it plans legal action over the unauthorized use. Don McGowan, who previously served as The Pokémon Company's chief legal officer, told gaming publication IGN that litigation is "unlikely" given the company's traditionally "insanely publicity-shy" approach.

The controversy has generated significant discussion among fans on Reddit and X, with many tagging Nintendo and Pokémon in their posts. Aaron Reichlin-Melnick, a senior fellow at the American Immigration Council advocacy group, also criticized the immigration agency's use of the content on social media.

Pokémon and its parent company, Nintendo, are known for aggressively protecting their intellectual property rights. The companies notably filed a lawsuit in 2024 against Palworld, a game that critics said borrowed heavily from Pokémon designs.