Editing Pikachu (section)

== Promotion and merchandise ==
[[File:Macy's Thanksgiving Day Parade 2022 New York City (52522365552).jpg|thumb|Pikachu's balloon at the [[Macy's Thanksgiving Day Parade]]]]
As the mascot of the franchise, Pikachu has made multiple appearances in various promotional events and merchandise. In 1998, then [[Topeka, Kansas]] Mayor [[Joan Wagnon]] renamed the town "ToPikachu" for a day,<ref>{{Cite magazine |last=Staff |date=November 1999 |title=What's the Deal with Pokémon? |magazine=Electronic Gaming Monthly |page=172 |issue=124}}</ref> and the renaming was repeated in 2018 by Mayor [[Michelle De La Isla]] with the release of the ''Pokémon Let's Go'' games.<ref>{{cite news |last1=Shank |first1=Tiernan |title=Topeka renamed "ToPikachu" for second time in 20 years |url=https://www.wibw.com/content/news/Topeka-will-change-to-ToPikachu-for-second-time-in-20-years-498381801.html |url-status=live |archive-url=https://web.archive.org/web/20230202104212/https://www.wibw.com/content/news/Topeka-will-change-to-ToPikachu-for-second-time-in-20-years-498381801.html |archive-date=February 2, 2023 |access-date=1 February 2022 |work=WIBW}}</ref> Another promotional stunt, used to promote ''Pokémon''<nowiki/>'s debut in the United States, involved dropping 700 Pikachu plushes into a field by plane, while [[skydivers]] leapt from the planes and drove off in Pikachu themed cars.<ref>{{Cite web |last=Clark |first=Nicole |date=2022-10-21 |title=When Pokémon came to the US, it literally rained Pikachus |url=https://www.polygon.com/23405127/pokemon-pikachu-us-gotta-catch-em-all-monster-kids |access-date=2024-05-12 |website=Polygon |language=en-US |archive-date=January 23, 2023 |archive-url=https://web.archive.org/web/20230123002708/https://www.polygon.com/23405127/pokemon-pikachu-us-gotta-catch-em-all-monster-kids |url-status=live }}</ref> A "[[got milk?]]" advertisement featured Pikachu on April 25, 2000.<ref>{{Cite web |date=2000-05-25 |title=Pikachu Guzzles Milk to Become Most Powerful Pokemon |url=http://findarticles.com/p/articles/mi_m0EIN/is_2000_April_26/ai_61858603/ |url-status=dead |archive-url=https://web.archive.org/web/20090306222559/http://findarticles.com/p/articles/mi_m0EIN/is_2000_April_26/ai_61858603 |archive-date=2009-03-06 |access-date=2008-07-29 |publisher=Business Wire}}</ref> A Pikachu balloon has been featured in the [[Macy's Thanksgiving Day Parade]] since 2001, with different balloon designs being introduced since.<ref>{{cite web |last=Fahey |first=Mike |date=November 24, 2016 |title=The History Of Gaming Balloons In The Macy's Thanksgiving Day Parade |url=https://kotaku.com/the-history-of-gaming-balloons-in-the-macys-thanksgivin-1663743675 |url-status=live |archive-url=https://web.archive.org/web/20141127041734/http://kotaku.com/the-history-of-gaming-balloons-in-the-macys-thanksgivin-1663743675 |archive-date=November 27, 2014 |access-date=July 12, 2021 |website=Kotaku}}</ref><ref>{{Cite news |last=Zappia |first=Corina |date=August 8, 2006 |title=How Has Pokémon Not Died Yet? |url=http://www.villagevoice.com/2006-08-08/nyc-life/how-has-pok-mon-not-died-yet/ |url-status=dead |archive-url=https://web.archive.org/web/20141012154315/http://www.villagevoice.com/2006-08-08/nyc-life/how-has-pok-mon-not-died-yet/ |archive-date=October 12, 2014 |access-date=2009-05-18 |work=NY Mirror |publisher=The Village Voice}}</ref><ref>{{Cite news |last=Clark |first=Roger |date=August 8, 2006 |title=Pokemon Mania Takes Over Bryant Park |url=http://www.ny1.com/Default.aspx?SecID=1000&ArID=61663 |archive-url=https://web.archive.org/web/20090918192517/http://www.ny1.com/Default.aspx?SecID=1000&ArID=61663 |archive-date=2009-09-18 |access-date=2009-05-18 |publisher=NY1 News}}</ref><ref>{{Cite news |last=Whitt, Tom |date=2006-05-23 |title=Pikachu Soars as Trial Balloon for a Safer Macy's Parade |url=https://www.nytimes.com/2006/05/23/nyregion/23balloon.html?fta=y |url-status=live |archive-url=https://web.archive.org/web/20161210065344/http://www.nytimes.com/2006/05/23/nyregion/23balloon.html?fta=y |archive-date=December 10, 2016 |access-date=2008-07-29 |work=The New York Times}}</ref><ref>{{Cite web |last=LeBoeuf, Sarah |date=3 November 2014 |title=Holiday-Themed Pikachu Making Debut in Macy's Thanksgiving Day Parade |url=http://www.escapistmagazine.com/news/view/138376-Holiday-Themed-Pikachu-Making-Debut-in-Macys-Thanksgiving-Day-Parade |url-status=dead |archive-url=https://web.archive.org/web/20141204230245/http://www.escapistmagazine.com/news/view/138376-Holiday-Themed-Pikachu-Making-Debut-in-Macys-Thanksgiving-Day-Parade |archive-date=December 4, 2014 |access-date=27 November 2014 |publisher=Defy Media, LLC}}</ref><ref>{{Cite web |last=Diaz |first=Ana |date=2022-02-25 |title=Watch Pikachu do a dance fit for TikTok in a hazy candy shop |url=https://www.polygon.com/22950712/pikachu-pokemon-music-video-reconnect |access-date=2024-05-12 |website=Polygon |language=en-US |archive-date=May 12, 2024 |archive-url=https://web.archive.org/web/20240512221121/https://www.polygon.com/22950712/pikachu-pokemon-music-video-reconnect |url-status=live }}</ref> Pikachu was the subject of an [[internet meme]], known as "Surprised Pikachu," where a screencap of Pikachu looking shocked in an episode of the anime is used as a [[reaction image]].<ref>{{Cite magazine |last=Morinan |first=Gareth |title=Was 'Surprised Pikachu' a Stealth Marketing Campaign? |url=https://www.wired.com/story/was-the-surprised-pikachu-meme-a-stealth-marketing-campaign/ |access-date=2024-05-12 |magazine=Wired |language=en-US |issn=1059-1028 |archive-date=April 24, 2024 |archive-url=https://web.archive.org/web/20240424021708/https://www.wired.com/story/was-the-surprised-pikachu-meme-a-stealth-marketing-campaign/ |url-status=live }}</ref>

[[Collectible cards]] featuring Pikachu have appeared since the initial ''[[Pokémon Trading Card Game]]'' released in October 1996, including [[limited edition]] promotional cards. One of these collectible cards was "Pikachu Illustrator", limited to about 20-40 printed in 1998, and was auctioned off for about $55,000 in 2016, and then $375,000 in 2021.<ref>{{Cite web |last=Whitten |first=Sarah |date=2016-11-21 |title=World's most valuable Pokemon card sold at auction for more than $54,000 |url=https://www.cnbc.com/2016/11/21/worlds-most-valuable-pokemon-card-sold-at-auction-for-more-than-54000.html |url-status=live |archive-url=https://web.archive.org/web/20221114141245/https://www.cnbc.com/2016/11/21/worlds-most-valuable-pokemon-card-sold-at-auction-for-more-than-54000.html |archive-date=November 14, 2022 |access-date=2019-02-19 |website=CNBC}}</ref><ref>{{cite web |last=Zwiezen |first=Zach |date=July 3, 2021 |title=The Top 10 Most Valuable Pokémon Cards In History |url=https://kotaku.com/the-top-10-most-valuable-pokemon-cards-in-history-1847225621/slides/11 |url-status=live |archive-url=https://web.archive.org/web/20220922003015/https://kotaku.com/the-top-10-most-valuable-pokemon-cards-in-history-1847225621/slides/11 |archive-date=September 22, 2022 |access-date=July 13, 2021 |website=Kotaku}}</ref> Another card, sold in 2022, went for nearly a million dollars.<ref>{{Cite magazine |last=LeBlanc |first=Wesley |date=2022-11-18 |title=Rare Illustrator Pikachu Pokémon Card Sells For Nearly $1 Million |url=https://www.gameinformer.com/gamer-culture/2022/02/28/rare-illustrator-pikachu-pokemon-card-sells-for-nearly-1-million |url-status=live |archive-url=https://web.archive.org/web/20240512221119/https://www.gameinformer.com/gamer-culture/2022/02/28/rare-illustrator-pikachu-pokemon-card-sells-for-nearly-1-million |archive-date=May 12, 2024 |access-date=2024-05-12 |magazine=Game Informer |language=en}}</ref> For the franchise's 25th anniversary, [[The Pokémon Company]] announced special trading cards in 2021, each featuring 25 Pikachu drawn by 25 artists.<ref>{{cite web |author=Ash Parrish| date=July 14, 2021 |title=New Pokémon Card Shows 25 Pikachu Drawn By 25 Iconic Artists |url=https://kotaku.com/new-pokemon-card-shows-25-pikachu-drawn-by-25-iconic-ar-1847290467 |url-status=live |archive-url=https://web.archive.org/web/20221206173350/https://kotaku.com/new-pokemon-card-shows-25-pikachu-drawn-by-25-iconic-ar-1847290467 |archive-date=December 6, 2022 |access-date=August 26, 2021 |work=Kotaku}}</ref> A promotion at the [[Van Gogh Museum]] in [[Amsterdam]] featured exclusive Pokémon Cards of Pikachu wearing [[Vincent van Gogh|Van Gogh's]] grey felt hat. It was pulled from the exhibition due to safety concerns after [[scalper]]s mobbed the store when it came out.<ref>{{Cite web |last=Welsh |first=Oli |date=2023-10-17 |title=Van Gogh museum withdraws Pokémon cards due to safety concerns |url=https://www.polygon.com/23920626/pokemon-van-gogh-museum-pikachu-card-availability |access-date=2024-05-12 |website=Polygon |language=en-US |archive-date=May 12, 2024 |archive-url=https://web.archive.org/web/20240512221121/https://www.polygon.com/23920626/pokemon-van-gogh-museum-pikachu-card-availability |url-status=live }}</ref> Several employees at the museum were suspended due to reported embezzlement of a large number of the cards.<ref>{{Cite news |date=2024-01-24 |title=Four Van Gogh Museum employees suspended after Pokémon exhibit chaos |url=https://www.eurogamer.net/four-van-gogh-museum-employees-suspended-after-pokemon-exhibit-chaos |access-date=2024-05-12 |work=Eurogamer.net |language=en |archive-date=February 4, 2024 |archive-url=https://web.archive.org/web/20240204131940/https://www.eurogamer.net/four-van-gogh-museum-employees-suspended-after-pokemon-exhibit-chaos |url-status=live }}</ref> The card was later restocked in an attempt to dissuade scalpers, who had been re-selling cards at high prices.<ref>{{Cite news |date=2024-02-04 |title=The Pokémon Company is re-stocking the infamous Pikachu with Grey Felt Hat card |url=https://www.eurogamer.net/the-pokemon-company-is-re-stocking-the-infamous-pikachu-with-grey-felt-hat-card |access-date=2024-05-12 |work=Eurogamer.net |language=en |archive-date=February 4, 2024 |archive-url=https://web.archive.org/web/20240204231632/https://www.eurogamer.net/the-pokemon-company-is-re-stocking-the-infamous-pikachu-with-grey-felt-hat-card |url-status=live }}</ref> The character has also been used in promotional merchandising at [[fast-food]] chains such as [[McDonald's]], [[Wendy's]], and [[Burger King]].<ref>{{cite web |author=Toby M |date=June 11, 2021 |title=McDonald's Japan releases trio of Pikachu-themed fruit desserts for summer |url=https://japantoday.com/category/features/new-products/mcdonald%E2%80%99s-japan-releases-trio-of-pikachu-themed-fruit-desserts-for-summer |url-status=live |archive-url=https://web.archive.org/web/20220928100654/https://japantoday.com/category/features/new-products/mcdonald%E2%80%99s-japan-releases-trio-of-pikachu-themed-fruit-desserts-for-summer |archive-date=September 28, 2022 |access-date=July 13, 2021 |website=Japan Today}}</ref><ref>{{cite news |date=June 1, 2003 |title=Restaurant chain entertainment promotions monitor, June 2003 |url=http://www.accessmylibrary.com/coms2/summary_0286-3479164_ITM |url-status=live |archive-url=https://archive.today/20120719042420/http://www.accessmylibrary.com/search/?q=Restaurant%20chain%20entertainment%20promotions%20monitor,%20June%202003. |archive-date=July 19, 2012 |access-date=2009-06-30 |work=Entertainment Marketing Letter}}</ref><ref>{{cite web |date=May 20, 2003 |title=Pokemon at Wendy's Promotion Begins! |url=http://pokemonelite2000.com/pastnews0503.html |archive-url=https://web.archive.org/web/20080212014130/http://pokemonelite2000.com/pastnews0503.html |archive-date=2008-02-12 |access-date=2009-06-30}}</ref>

Pikachu and ten other Pokémon were chosen as Japan's mascots in the [[2014 FIFA World Cup]].<ref>{{cite web |author=Salvador Borboa |date=March 12, 2014 |title=Pikachu Named Japan's Official Mascot In Brazil 2014 World Cup |url=http://soccerly.com/article/salvadorborboa/pikachu-named-japans-official-mascot-in-brazil-2014-world-cup |url-status=dead |archive-url=https://web.archive.org/web/20171112053817/http://soccerly.com/article/salvadorborboa/pikachu-named-japans-official-mascot-in-brazil-2014-world-cup |archive-date=November 12, 2017 |access-date=March 17, 2014 |publisher=The Beautiful Game LLC}}</ref> [[All Nippon Airways|ANA]] [[Boeing 747-400]] (JA8962) planes have been covered with images of Pokémon including Pikachu since 1998.<ref name="Pokémon Capitalism3">[[Anne Allison|Allison, Anne]] (2002) [http://web.mit.edu/cms/Events/mit2/Abstracts/AnneAllison.pdf The Cultural Politics of Pokémon Capitalism] ''Media in Transition 2: globalization and convergence'' {{webarchive|url=https://web.archive.org/web/20090419212425/http://web.mit.edu/cms/Events/mit2/Abstracts/AnneAllison.pdf|date=April 19, 2009}}</ref> In 2021, the first [[Pokémon Jet]] ([[Boeing 747-400D]]) featuring entirely Pikachu debuted.<ref>{{cite web |last=Ashcraft |first=Brian |date=June 24, 2021 |title=Japan Gets A New Pokémon Airplane And It's Glorious |url=https://kotaku.com/japan-gets-a-new-pokemon-airplane-and-its-glorious-1847163460 |url-status=live |archive-url=https://web.archive.org/web/20221226014358/https://kotaku.com/japan-gets-a-new-pokemon-airplane-and-its-glorious-1847163460 |archive-date=December 26, 2022 |access-date=July 13, 2021 |website=Kotaku}}</ref> As part of the intro for the first game of [[Major League Baseball]]'s [[MLB Tokyo Series 2025|Tokyo Series]] in 2025, Pikachu entered the field wearing jerseys for the [[Los Angeles Dodgers]].<ref>{{cite web | url=https://www.usatoday.com/picture-gallery/sports/mlb/2025/03/18/mlb-tokyo-series-2025-dodgers-vs-cubs/82511597007/ | title=MLB Tokyo Series 2025: Shohei Ohtani, Dodgers begin season vs. Cubs in Japan | website=[[USA Today]] }}</ref>