The Pokémon – Van Gogh Museum collaboration. When art and pop culture collide.

Introduction

The union of classical art and pop culture can often lead to interesting results, but in some cases it can also degenerate into unexpected chaos. A recent example of this collision manifested itself through the collaboration between Pokémon and the prestigious Van Gogh Museum in Amsterdam.

Initially, this initiative seemed to promise an innovative perspective on the classical artistic tradition, reinterpreted through the famous Pokémon. However, instead of receiving acclaim, this collaboration sparked a frenzy of commercial speculation, raising important questions about the management of cultural collaborations.

But let us proceed in order and analyze the Pokémon Van Gogh affair.

Pokémon

What are Pokémon and where did their name come from?

Pokémon are creatures of various shapes and sizes that live in a world similar to ours, sharing the human environment. The word “Pokémon” comes from the union of “pocket monsters,” or “pocket monsters” in English, with the addition of an accented “é” for pronunciation among English speakers. Some Pokémon are inspired by real or fantastic creatures, while others are pure fantasy.

The collaboration between Pokémon and the Van Gogh Museum.

The exhibition and gadgets at the Van Gogh Museum

The Van Gogh Museum is celebrating its 50th anniversary with a collaboration with The Pokémon Company, the consortium known for managing the Pokémon brand. This initiative includes an exhibition and merchandise line called “Pokémon x Van Gogh,” which aims to introduce the works of Vincent van Gogh to new generations. The exhibition runs from Sept. 28, 2023 to Jan. 7, 2024, and offers limited-edition cards, figurines, plush toys, bags, and prints that reinterpret famous works by Van Gogh starring Pokémon, such as Pikachu, Sunflora, Munchlax, and Snorlax.

Frenzy and speculation: the paper “Pikachu with gray felt hat”

A serious mistake was made in this collaboration: the museum did not set limits on the purchase of gadgets, allowing scalpers and collectors to quickly run out of stock. This led to the invasion of the museum by scalpers, who sold out of all items in just four hours, reselling them at inflated prices, often tenfold. One of the main attractions was the promotional card “Pikachu with gray felt hat,” inspired by Van Gogh’s self-portrait. On September 28, fans and speculators frantically tried to obtain this card, either for collectibles or to resell it online at exorbitant prices.

The frenzy spread online as well, when limited-edition merchandise went on sale in the official Pokémon store. The most popular items sold out within moments, with auction sites quickly filling up with listings at inflated prices. As of today (Oct. 16, 2023), the “Pikachu with gray felt hat” card is listed at more than 1,000 euros on eBay.

Van Gogh Museum’s apology and discontinuation of Pikachu card distribution

This situation forced The Pokémon Company to issue an official apology. Van Gogh Museum staff had difficulty handling the influx of Pokémon fans. The situation was not resolved in the following days, leading the museum and The Pokémon Company to stop distributing Pikachu cards for safety reasons. An official statement read, “The Van Gogh Museum and The Pokémon Company International attach great importance to the safety of visitors and staff. Recently, a small group created an undesirable situation, forcing us to remove the Pikachu promotional card with gray felt hat from the museum. This will allow visitors to safely enjoy the museum’s collection of Pokémon paintings and other works.”

For those who want this card, there will be opportunities at Pokémon Centers in the United Kingdom, the United States and Canada, or through retailers in the Netherlands early next year.

Reflections on the affair

Innovate the museum sector yes, but in what ways?

In conclusion, this situation raises important questions about the relationship between classical art and pop culture and the challenges modern museums face in attracting new audiences. Is it really necessary to resort to limited edition gadgets to attract young audiences to the Van Gogh Museum? The risk arises that other museums, already struggling with closures and increases in ticket costs, will follow the Van Gogh Museum’s model by becoming shopping malls for exclusive resale.

Innovation and openness to new forms of entertainment are critical to preserving the relevance of museums in an increasingly digitized and interconnected world. However, it is equally essential to do so prudently lest respect for art and culture be compromised by commercial frenzy.

amuseapp: promoting a deeper understanding of art

In this context, companies such as amuseapp are committed to introducing young people to art with innovative solutions for museum visits and social media, promoting a deeper understanding of art and its value through platforms such as Instagram and TikTok.

Visit the amuseapp website and download the app on android and iOs to discover the art and Museums of Italy in a unique experience.