As millennial parents pass down their love of Pokémon to a new generation of fans, Target is lining up an exclusive collection to capitalize on the enduring phenomenon that is celebrating its 30th anniversary this year.

On May 2, Target is releasing a limited-edition set of clothing, accessories, toys and other goodies designed with input from Pokémon fans and “nostalgic” brands, the Minneapolis-based retailer announced this week.

The collection will only be available in stores before popping online May 3. A second helping of swag will drop June 6.

Exclusivity has long been a major part of Target’s playbook. The retailer notably paired with Taylor Swift to exclusively offer “The Eras Tour Book” in late 2024.

“We’re making Target a go-to for big moments in culture,” former Chief Commercial Officer Rick Gomez told investors last year.

And just like with Taylor, Pokémon’s appeal cuts across generations.

“This collection is designed to bring that sense of fun and adventure into everyday life, with merchandise that appeals to both longtime Trainers as well as those who recently began their Pokémon journey,” said Amy Sachtleben, senior director of licensing and promotions at the Pokémon Company International, in a news release.

Since launching on Nintendo’s original Game Boy console 30 years ago and quickly expanding into a trading card game and an anime franchise, Pokémon has maintained a cultural status right up there with long-lived Disney characters.

This summer also marks 10 years since the mobile game Pokémon Go captivated the nation with its augmented-reality gameplay that had people out in parks, staring at their phones, trying to catch ‘em all.

While Pokémon cards have enjoyed a massive resurgence among players, collectors and scalpers in recent years, the “Target x Pokémon” collaboration doesn’t feature any. Target stopped selling Pokémon cards in 2021 following a violent altercation outside a Wisconsin store.

There will, however, be Trapper Keepers.

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