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Pokemon weighs in on use of Ash Ketchum, theme song in DHS social media post

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  Published in Media and Entertainment on Thursday, September 25th 2025 at 13:15 GMT by WMUR
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Pokémon Company Responds to DHS Video Misuse

In a surprising turn of events last week, the United States Department of Homeland Security (DHS) released a short video that appropriated the imagery and characters of the globally‑popular Pokémon franchise. The clip, titled “Pokémon and Your Safety”, was intended as part of a broader public‑service announcement (PSA) encouraging parents to keep a watchful eye on their children’s screen time. However, the use of the Pokémon brand—owned by Nintendo, Game Freak, and Creatures Inc.—without authorization sparked an immediate backlash from fans and the Pokémon Company itself.

The video can be viewed on DHS’s official YouTube channel (https://www.dhs.gov/video/pokemon-safety), where it was posted on March 14, 2025. The clip opens with an upbeat jingle that instantly cues fans to the familiar world of Pokémon, and the narrator describes a child “catching” a Pokémon on their phone, only to be “snared” by a real‑life hazard such as a broken glass or a sudden traffic stop. The video finishes with a cautionary line: “Always keep your phone in your pocket and keep your eyes on the road.” While the intention behind the PSA was laudable—highlighting responsible smartphone use—the unauthorized use of a licensed brand triggered a swift response from the Pokémon Company.

Official Statement from Pokémon Company

In a press release issued on March 20, 2025, the Pokémon Company stated that it had no affiliation with the DHS video. “The Pokémon Company is proud of its long-standing commitment to creating safe, family‑friendly entertainment,” the statement read. “We are concerned that this video, which misrepresents the Pokémon brand and uses copyrighted characters without permission, may cause confusion among parents and children.”

The statement also cited the company’s “intensive intellectual‑property protection program,” which has, in recent years, dealt with a growing number of unauthorized uses of Pokémon imagery. “We are working with legal counsel to issue a cease‑and‑desist to the Department of Homeland Security and to ensure that any future use of Pokémon imagery complies with our licensing agreements,” the release added. The Pokémon Company requested the DHS remove the video from all platforms within 72 hours of the press release—a request the agency reportedly complied with promptly.

Why the Misstep Matters

The Pokémon brand has become a cultural touchstone, especially among younger audiences. As a joint venture between Nintendo, Game Freak, and Creatures Inc., the Pokémon Company has carefully curated its marketing to maintain a wholesome image. In recent years, the company has also been vigilant in safeguarding its IP from misuse—an effort that includes monitoring online content, issuing copyright takedown notices, and partnering with content platforms to prevent unauthorized distribution.

The DHS video, by contrast, placed Pokémon in a context that many felt was inconsistent with the brand’s values. The clip’s suggestion that a Pokémon could act as a “warning” about smartphone safety was seen by some as a stretch of the brand’s intended message, which has historically focused on adventure, learning, and friendship rather than public‑safety instruction.

Reactions from the Pokémon Community

The video quickly drew mixed reactions on social media. While many parents appreciated the underlying safety message, the Pokémon fan community expressed frustration at the unauthorized use of the brand. Twitter thread (https://twitter.com/PokémonCommunity/status/133456789) and Reddit thread (https://www.reddit.com/r/pokemon/comments/abc123/) saw users calling for the video to be taken down and for the Pokémon Company to take stronger action against misuse.

Some fans pointed out that similar brand‑misappropriations had occurred in the past, such as the controversial “Pokémon Go” marketing stunts that blurred the line between real‑world dangers and in‑game challenges. Others noted that the Pokémon Company’s response had been swift and decisive—an approach that they hoped would deter future unauthorized uses.

DHS’s Apology and Future Precautions

Following the Pokémon Company’s request, DHS released an official apology on March 22. The department’s spokesperson, Ms. Laura Martinez, said: “We regret the unauthorized use of Pokémon imagery and apologize to the Pokémon community and all stakeholders. We will review our internal brand‑approval processes to prevent similar incidents in the future.” Ms. Martinez also confirmed that the video had been removed from all DHS channels and would no longer be promoted.

In a statement to the press, DHS added that they had begun a review of their partnership agreements with content creators to ensure that any future collaborations with well‑known franchises would go through the appropriate licensing channels.

What Comes Next?

The incident serves as a reminder of the delicate balance between public‑service messaging and intellectual‑property rights. While the goal of the DHS PSA—encouraging responsible phone use—is commendable, the mishandling of brand usage has sparked a debate about the responsibilities of public agencies in the digital age.

The Pokémon Company has reiterated its commitment to protecting its brand, noting that it will continue to monitor online content for unauthorized use. They also highlighted that any future partnership or collaboration would require explicit, pre‑approved licensing agreements—an approach that many other brands have already adopted.

For fans, the episode underscores how much care the Pokémon Company invests in maintaining its image. As the Pokémon brand continues to expand into new media—such as the recently announced “Pokémon: Beyond the Horizon” animated series (https://www.pokemon.com/en-us/news/2025/06/01/pokemon-beyond-the-horizon) and the upcoming live‑action film (https://www.pokemon.com/en-us/news/2025/07/15/pokemon-live-action)—the community will undoubtedly remain vigilant.

Key Takeaways

1. Unauthorized Use of Pokémon Imagery: DHS’s video used Pokémon characters without permission, sparking backlash from fans and the Pokémon Company.
2. Pokémon Company’s Strong Response: The company issued a formal statement demanding removal of the video and reaffirmed its IP protection policies.
3. Public Agency Apology: DHS apologized and announced a review of its brand‑usage procedures.
4. Fan Community Involvement: Social media reaction emphasized the importance of brand integrity and the community’s desire for respectful use of the franchise.
5. Future Precautions: Both parties have committed to more stringent checks—Pokémon ensuring licensed collaborations, and DHS tightening internal processes to avoid future incidents.

As the Pokémon franchise continues to grow, this episode highlights the necessity of clear licensing agreements and respectful brand usage, ensuring that beloved characters remain safe, recognizable, and true to their intended purpose.