The Pokémon Company Acquires Excell Brands: A Game-Changing Move in Trading Card Distribution
Introduction to the Acquisition
In a significant development in the trading card industry, The Pokémon Company International has announced its acquisition of Excell Brands, a leading distributor and category management service provider for trading cards in the United States. This acquisition is expected to enhance The Pokémon Company’s distribution capabilities and strengthen its presence in the trading card market.
The Role of Excell Brands in the Trading Card Market
Excell Brands is known for its extensive distribution portfolio, which includes partnerships with major trading card game brands such as the Pokémon Trading Card Game, Disney Lorcana, Magic: The Gathering, and Yu-Gi-Oh! Their strategic alliances extend beyond just trading cards to encompass a wide array of collectibles. They hold partnerships with collectible companies like Funko, Topps, and Panini, as well as relationships with prominent sports leagues, including the NFL, NBA, and MLB.
Distribution Network and Retail Partnerships
One of Excell Brands' major strengths lies in its significant retail partnerships. They maintain a vast network of distribution lines that bring trading cards and collectibles into the market. Major retail giants such as Target, Walmart, and Kroger benefit from Excell’s expertise in category management. Additionally, specialty shops like Barnes & Noble, Hobby Lobby, and Hot Topic, along with leading e-commerce platform Amazon, also feature products from Excell’s robust catalog. This extensive reach ensures that consumers have convenient access to a variety of trading card products.
Impact of the Acquisition on Consumers
With The Pokémon Company acquiring Excell Brands, consumers can expect improvements in product availability and variety. The increased efficiency in distribution may lead to better access to popular trading card products. Moreover, this acquisition could help fortify The Pokémon Company's dominance in the collectibles market, providing enthusiasts with enhanced opportunities to engage with their favorite brands. As trading cards continue to grow in popularity, the partnership between The Pokémon Company and Excell Brands marks a pivotal moment in the industry.
Below is the official press release statement from their website:
Bellevue, Wash. — February 19, 2026 — The Pokémon Company International today announced that it has entered into a definitive agreement to acquire Excell Brands, a leading U.S. distributor and category management service provider of trading cards and collectibles. The transaction is expected to close subject to regulatory approvals and customary closing conditions.
The acquisition builds on a relationship spanning decades. During that time, Excell Brands has become The Pokémon Company International’s largest distribution partner in the U.S., and the companies have worked closely together, developing deep respect for each other’s cultures and the trust they have earned across the industry.
“This reflects our long-term commitment to supporting the Pokémon community and the broader trading card ecosystem,” said Kenji Okubo, President of The Pokémon Company International. “Excell Brands has built a strong reputation as a trusted distributor and category management partner for their customers with deep insight into the needs of Pokémon fans.”
The trading card and collectible category continues to evolve, with increasing expectations around fulfillment and customer experience. Through this investment, The Pokémon Company International expects to support continued investment in Excell Brands’ capabilities, while maintaining its independent approach to serving retail and brand partners.
“From the beginning, Excell Brands has been built on trust, long-term relationships, and commitment to excellence,” said Stan Seidler, Founder & Chairman of Excell Brands. “This next chapter allows us to preserve those values while positioning the business for the future.”
“This partnership is an exciting milestone for our team,” said Terry Rosendahl, CEO & President of Excell Brands. “It allows us to keep doing what we do best for our retail and brand partners, while continuing to invest in our team, systems, and service.”
As both Pokémon and Excell Brands celebrate their 30th anniversaries this year, the companies view this milestone as the start of a new chapter built on three decades of trust and shared values.