Pokémon Company Issues Weak Response To DHS Propaganda Featuring Anime Theme Song, Footage

The Pokémon Company International has issued a formal statement clarifying that it had no involvement in, and did not authorize, a distasteful U.S. Department of Homeland Security video that appropriated the Pokémon animated series introduction for an immigration enforcement propaganda video.

The video, shared earlier this week on Homeland Security’s official Twitter account, features a montage of Immigration and Customs Enforcement (ICE) stormtroopers’ operations with the original English-language Pokémon anime theme song playing over them, including its recognizable “Gotta catch ’em all” refrain. It also repurposes footage from the franchise’s first television opening sequence, including the protagonist Ash Ketchum, and concludes with mock trading cards featuring mugshots of individuals allegedly arrested for serious crimes.

In a statement provided to Variety on Wednesday, The Pokémon Company International (TPCi) said:

We are aware of a recent video posted by the Department of Homeland Security that includes imagery and language associated with our brand. 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.

The message falls well short of what many had expected from a company that has shown itself more than happy to pursue hugely disproportionate legal action against individuals who fall foul of its legal department. It also falls short of taking any kind of political or moral stand against the use of its copyrighted materials to glibly push a political agenda meant to inspire fear and hate.

For rightsholders of all sizes, the incident underscores the risks of high-profile IP being co-opted for political messaging that falls far outside, and often in direct opposition to, the intended audience and brand ethos. Pokémon, one of the most valuable and best-loved entertainment properties worldwide, has historically guarded its image to maintain broad family appeal and avoid political entanglement. Now, it seems like even this giant isn’t willing to push back against the powers that be in the United States.