structural:expansion
North America

"When we started this project in Japan, one of the first things I was told was that this kind of thing would never appeal to American audiences. They said, 'Because the characters are in a very Japanese style, you cannot sell them to Americans'. So from the very beginning, I never thought there would be an English version. Now, it's just as popular in the United States, and I realized that we shouldn't always believe the opinions of conservative marketers."

Shigeru Miyamoto, August 1999

Possibly the first person to show interest in a North American launch of Pokemon was Minoru Arakawa, founder and then-president of Nintendo of America (NoA). Arakawa visited Japan to participate in Shoshinkai 1996, held November 22–24. It was around this time when he first played one of the three Pokemon titles. He thought the games were promising, but Nintendo of Japan (NoJ) had no plans at the time to release them elsewhere. He returned to America with a few cartridges and tested the game on his employees – they did not believe it would work in the US. At the time, role-playing games (RPGs) were not very popular outside Japan, and NoA executives believed that American children did not have the attention span for such a complex title. Americans were said to be more interested in sport- and action-oriented games, preferably with realistic graphics. Japanese people, by contrast, were alleged to care more about characters and plot. Up to that point, few Japanese properties had been successfully mainstreamed in the US, and if they were, it was alleged to be on account of having been properly Americanized: Mighty Morphin Power Rangers was considered a prime example of this. Visually, Pokemon was believed to be too kawaii, or cute. It was assumed that Pokemon could not succeed on cute alone – it must also be cool. In an effort to enhance the franchise's coolness, NoA considered a graphical redesign and contracted a few external artists to create some test-designs for the American market. The mockups they proposed included 'graffiti style' drawings, 'beefed-up' and more muscular looking Pokemon, and a new Pikachu that looked like "a tiger with huge breasts". Arakawa concluded that it "didn't work", and by that time, the anime had begun its production in Japan, leading NoA to conclude it was too late for a graphical revamp anyway.

Of pivotal importance to Pokemon ' s global expansion was Alfred R. Kahn, CEO of US-based 4Kids Entertainment, NoA's licensing agent since 1987. Convinced of the franchise's potential, Kahn agreed to invest an undisclosed sum in return for both the anime and licensing rights. Pokemon became one of the first Japanese media franchises in which both the localization of the anime and the licensing of merchandise was handled by a single company, as well as a non-Japanese company. Kahn suggested the name "Pokémon", adding an acute accent to the e to assist with pronunciation and to "give it a little flair". NoJ president Hiroshi Yamauchi officially approved the project in late November, and subsequently announced it at Space World 1997. However, three weeks later, the " Dennō Senshi Porygon " incident happened, which Kubo felt made even more people resistant to the idea of an overseas introduction.

Market research turned back negative: American kids reportedly did not like Pokémon. Arakawa ignored the study and, convinced of the franchise's potential, allocated an enormous budget to Pokémon ' s launch. The exact amount was not disclosed, but was reportedly equal to or more than $50 million (c. $ 93.47 million in 2023), approximately the same amount as the launch budget of the Nintendo Entertainment System in 1985. Arakawa admitted that it was "quite a bit of money", but NoA "had been doing well for several years, so we had a lot of money to spare". He opined that if Pokémon would be as successful in the US as it had been in Japan, "an investment of 1 would turn into 100". NoA and 4Kids proceeded to devise a strategy on how to localize Pokémon for the United States. Arakawa appointed Gail Tilden to lead the project, prompting her to leave her position at Nintendo Power magazine. Tilden said that they "decided to make an all-out effort to repeat the phenomenon in the Western world". In two press releases, NoA self-described Pokémon ' s marketing campaign as "aggressive".

The localization of the Pokémon anime was done by 4Kids, and directed by Norman J. Grossfeld. Grossfeld strongly believed that the anime should be Americanized. At NATPE 1998, he asked ShoPro for a "kind of carte blanche, to let me change the show as I think would work for this market", to which ShoPro agreed. However, no national TV station was interested in buying the anime or financing its localization. Kahn then decided to self-finance Pokémon' s production costs, despite realizing this "could very well bring down 4Kids" if the show would fail. According to Kahn, they "spend a fortune" on the localization. To have it broadcast in syndication, 4Kids offered the show for free to local TV stations across the country, in exchange for a portion of the advertising revenue. NoA assisted, persuading dozens of stations to carry the series by offering to buy some of their advertisement space, spending a total of $5 million (c. $ 9.35 million in 2023). Despite all this, most broadcasters were still reluctant to carry Pokémon, with Grossfeld experiencing difficulties getting through their "preconceived notions or their snobbery for Western-produced animation over something from Asia". At the time, anime had not yet found mainstream popularity in the West. Contemporary news reports cited Sailor Moon as an example of an anime that had failed to catch on with American youth. Still, with NoA's help, 4Kids ultimately succeeded in contracting 112 broadcasters for Pokémon, reaching "about 85 to 90 percent" of television households. However, many broadcasters gave it off-peak time slots, with starting times like 06:00 or 06:30. Prior to the late 1990s, this was the case for many anime in the US.

Grossfeld came up with the advertising slogan "Gotta catch 'em all!" as the English equivalent to the Japanese Pokemon GETTO daze~! (ポケモンゲットだぜー！, Get (the) Pokémon!). The phrase "miraculously managed to gain approval" by the Federal Communications Commission (FCC), which normally prohibits the use of injunctions in ads directed at children (e.g. "You must buy this!"). While the tagline does sound commanding, the FCC reasoned that the act of catching is at the core of Pokémon ' s play. Therefore, the phrase was allowed. The series' theme song was written by John Loeffler and John Siegler. In commissioning the track, Grossfeld specifically requested the song's chorus to be written around the "Gotta catch 'em all" phrase, firmly embedding the slogan into the theme.

While NoA and 4Kids were allowed a fair degree of liberty in their localization of Pokémon, the Japanese copyright council, headed by Ishihara, had the last say over it. All decisions regarding adjustments and promotion had to gain final approval of the Japan side. This included all of the merchandise, for which a 'two-step system' was created. All (aspiring) licensees in North America were to send their merchandise proposals to 4Kids. Staff of both 4Kids and NoA then made a pre-selection and send the approved proposals to Japan, where the council made the final decision. Many submissions were bounced at the US stage, and thus never got sent to Japan. Tilden noted that processing all license applications, and mailing all approved prototypes and their documentation to Japan, was a lot of work. Arakawa did consider streamlining the process by moving someone from Japan to the US, but no person could be found who was as competent as Ishihara.

The Pokémon anime was first broadcast on September 7, 1998. Pokémon Red Version and Blue Version were released three weeks later, on September 28, 1998. To localize the card game, Nintendo contracted Wizards of the Coast, the creator of Magic: The Gathering. The Pokémon Trading Card Game was officially launched nationwide on January 9, 1999, although pre-sold in select stores in December. Coinciding with the North American launch of Pokémon was the release of the Game Boy Color on 23 November 1998.