Signal Theory Kicks Off U.S. Launch of Pokemon's Latest Global Campaign

November 9, 2006 | 5:31 pm

SANTA MONICA, Calif., Nov. 9 /PRNewswire/ -- Advertising, branding, and design agency Signal Theory launched the "EX Dragon Frontiers" campaign for Pokemon USA, Inc.'s latest Pokemon Trading Card Game today. The campaign highlights the new features of the wildly successful trading card game. The Southern California shop also handled the national media buy for Pokemon.

Signal Theory's fifteen-second television spot (http://signaltheory.com/PR/) features 3D Pokemon trading cards literally flying through the air as the voiceover features game highlights. "We opted for a unique and fairly colorful twist on the original campaign that aired in Japan," says Steve Hodowsky, Signal Theory's creative director. "We worked with animation house Super 78 to incorporate the English trading cards, supers, and a totally new final product shot."

November 8 marks the in-store drop date for the latest release in the Pokemon Trading Card Game lineup. The TV campaign will commence November 11 and Signal Theory spots will air on Nickelodeon, Fox 4Kids, Cartoon Network, Toon Disney, Kids WB and Discovery Kids. Signal Theory also placed print ads in Mad Kids, Boys Life, Sports Illustrated Kids and National Geographic for Kids magazines. In addition to developing the print and television creative, Signal Theory also developed in-store materials.

About Signal Theory

Signal Theory is a full service advertising and branding company based in Santa Monica, California. The agency partners with its clients to develop groundbreaking creative and innovative design solutions for clients throughout the U.S. and Europe. The Signal Theory team has 25 years' experience in both the New York City and Los Angeles advertising communities. The firm is home to a number of truly creative individuals who like nothing more than to challenge conventional wisdom and bring fresh perspectives to a brand's image and message. Recent Signal Theory work includes television, print, outdoor, direct mail, and web creative for Pokemon USA, Shopzilla.com, and TV Guide magazine. For more information please visit Signal Theory on the web at www.signaltheory.com.

About Pokemon USA

Pokemon USA, Inc., a subsidiary of The Pokemon Company in Japan, publishes the Pokemon Trading Card Game outside of Japan and manages the property outside of Asia which includes licensing, marketing and publishing activities, an animated TV series, movies, the official Pokemon website and the online retail site www.pokemoncenter.com. Celebrating its 10th worldwide anniversary in 2006, Pokemon was launched in Japan in 1996 for play on Nintendo's Game Boy(R) and has since evolved into a global cultural phenomenon. Pokemon was introduced in North America in September 1998 and today is one of the most popular toy and entertainment properties in the world. For more information, visit www.pokemon.com.