{"id":116390,"date":"2026-05-19T14:03:36","date_gmt":"2026-05-19T12:03:36","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=116390"},"modified":"2026-05-19T13:44:26","modified_gmt":"2026-05-19T11:44:26","slug":"hersheys-combines-packaging-design-with-pokemon-collectible-promotion","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/hersheys-verbindet-verpackungsdesign-mit-pokemon-sammelaktion\/","title":{"rendered":"Hershey's Combines Packaging Design with Pok\u00e9mon Collectibles"},"content":{"rendered":"

Hershey's is once again partnering with The Pok\u00e9mon Company International, launching a limited edition run of Hershey's Kisses with Pok\u00e9mon designs in 2026. The focus will be on collectable wrappers, featuring a total of 161 designs, including, for the first time, designs related to Team Rocket. The promotion will be accompanied by digital collectible and marketing elements.<\/strong><\/p>\n

According to the company, the new edition includes 151 Pok\u00e9 Ball foil designs and ten additional Team Rocket motifs. This continues Hershey\u2019s strategy of combining confectionery packaging, licensed themes, and digital customer interaction. The packaging contains QR codes that consumers can use to access a digital collecting platform. There, they can document motifs they find and access prize draws.<\/p>\n

Packaging becomes part of the brand experience<\/h2>\n

The campaign shows how packaging is increasingly being used as an interactive marketing surface. Hershey's is connecting the primary packaging of its chocolate products with digital elements and storytelling revolving around the Pok\u00e9mon universe. According to Carly Andrews, Associate Brand Manager at The Hershey Company, the collection aims to offer \u201eour most fun, collectible Pok\u00e9mon release yet\u201c.<\/p>

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The campaign will be accompanied by social media activities, including a temporary takeover of Hershey\u2019s Instagram channel by Team Rocket as part of the campaign story. The collection mechanic is intended to particularly appeal to younger target groups and families, creating additional purchase incentives.<\/p>\n

Limited Editions as a stimulus for packaging design<\/h2>\n

Hershey's is therefore, according to its own statements, focusing on attention-grabbing special editions in packaging design, an approach that is increasingly being used in the confectionery industry to activate collectors and fans. According to the company, these are limited-time products with no planned repeat production.<\/p>