Hershey’s launches limited-edition chocolate packaging for Pokémon anniversary

A limited-edition packaging initiative has been introduced to mark the 30th anniversary of Pokémon, combining collectible foil designs with digital and social media elements.

The campaign features a series of foil wrappers applied to Hershey's Kisses chocolates, including 151 Poké Ball-themed designs alongside an additional set inspired by Team Rocket, a recurring antagonist group within the Pokémon franchise. The concept centres on a narrative-driven approach, encouraging consumers to collect the full range of designs.

As part of the activation, a digital collection hub has been developed, accessible via QR codes printed on packaging. The platform allows users to track collected designs, follow the campaign storyline and access promotional content. It also includes opportunities for consumers to enter prize draws.

Social media activity has been used to support the campaign, including a themed takeover of the brand’s Instagram channel, where content aligned with the Team Rocket narrative was published.

The products are being made available in multiple pack formats, including share packs and larger party-size bags, distributed through participating retailers.

Pokémon brings people together in ways few brands can — and that same joy of discovery lives in Hershey's chocolate. With 151 Poké Ball foils and the addition of Team Rocket foils, this year's collection delivers our most fun, collectible Pokémon release yet.

Carly Andrews, Associate Brand Manager at The Hershey Company.

In a related initiative, snack brand Pirate's Booty has introduced Pokémon-themed products, featuring character-shaped snacks and packaging designs incorporating interactive elements. These include on-pack challenges and downloadable activities aimed at engaging younger audiences.

The collaboration combines licensed branding, collectible packaging formats and digital interaction to create a multi-channel consumer experience.