Brendan O'Connor Pokémon at 30: “I’ve rediscovered it now as an adult and realise it’s a great way of keeping you company”
Mar 8, 2026
Sarah Maria Griffin, novelist and Guardian video game critic, talks about rediscovering Pokémon at 30 as a parent and lifelong fan. She explores the franchise's cultural scale, its collecting and cosy appeal, the generational passing of fandom, Pokémon Go’s staying power, and the brand’s reach across games, cards, films and TV.
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Pokemon Is Now The Biggest Media Franchise
- Pokemon has become the highest grossing media franchise, surpassing Star Wars and Marvel in reported revenue.
- Sarah Maria Griffin cites The Economist reporting Pokemon Company revenues of $150 billion, highlighting its global cultural scale.
Collecting Is Pokemon's Core Loop
- Pokemon launched as two video games (Red and Blue) with a core loop of leaving home to collect creatures.
- Griffin emphasizes that collecting is the franchise's central, enduring mechanic that spawned a vast culture.
A Generational Subculture Kept Pokemon Alive
- Pokemon has a generational effect where childhood players now bring it into parenthood, creating a persistent subculture.
- Griffin notes millennials who grew up with Pokemon maintain engagement and pass it to their children, sustaining relevance.