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The Department of Homeland Security (DHS) has ignited a significant backlash after deploying popular Pokémon imagery and themes to promote controversial ICE deportation raids across its social media platforms. The campaign has prompted calls for Nintendo, a major co-owner of the Pokémon franchise, to intervene and address the unauthorized use of its intellectual property.
Controversial Social Media Campaign Goes Viral
On Monday, the DHS social media team posted a video on X (formerly Twitter) featuring dramatic immigration raid footage. This video was conspicuously spliced with anime visuals from the beloved Japanese cartoon and collectible game, known globally as Pokémon. Set to the iconic Pokémon theme tune, the presentation was a clear mimicry of the show’s opening sequence, culminating in the infamous caption, “Gotta Catch ’Em All.”
Further escalating the controversy, DHS also shared five custom-designed Pokémon “cards.” These cards depicted individuals arrested and deported by the department, described as the “worst of the worst,” with their alleged crimes—ranging from child molestation to homicide—emblazoned prominently. In a pointed parody of the game, each card listed the men’s “weaknesses” as the “ice” emoji and their “retreat” as an airplane, a direct nod to the mechanics of the Pokémon trading card game.
The Customs and Border Protection (CBP) agency also joined the fray, replying to the post with a GIF of the Pokémon character Pikachu dancing, facetiously captioned as “Border Patrol’s newest recruit.”
Nintendo and IP Infringement Concerns Mount
The bold use of licensed material by a government agency quickly drew widespread criticism and immediate questions regarding permission. It remains unclear whether DHS secured the necessary authorizations from the rights holders to use Pokémon intellectual property in its campaign. Numerous social media users tagged Nintendo directly, questioning their awareness and approval of the stunt. One user explicitly asked, “Yo you guys cool with them using your IP for this?” while another remarked, “Please tell me my tax dollars aren’t going to graphic designers to make Pokémon themed ICE propaganda.”
The Pokémon franchise is governed by The Pokémon Company, a joint venture established in 1998 by industry giants Nintendo, Game Freak, and Creatures Inc. As a significant co-owner and platform holder, Nintendo plays a pivotal role in the franchise’s control and legal oversight.
The Daily Beast has reportedly reached out to both Nintendo and The Pokémon Company for official comments on the matter. A spokesperson for DHS, when contacted by The Daily Beast, offered a response echoing the Pokémon theme song lyrics: “To arrest them is our real test. To deport them is our cause.”
Broader Context: Noem’s PR Stunts and Recurring IP Issues
This latest social media offensive is not an isolated incident. Aaron Reichlin-Melnick, a senior fellow at the American Immigration Council, highlighted that some of the raid footage used in the DHS video stemmed from an operation that previously landed Homeland Security Secretary Kristi Noem in legal hot water. He noted that the raid depicted blowing in a door was at a home where U.S. citizens resided, who were reportedly handcuffed without a warrant and paraded before cameras brought by Noem for public relations.
The ramping up of ICE-related advertisements follows reports from August that former President Trump’s team was planning a substantial $20 million to $50 million DHS-managed media offensive. This campaign aimed to bolster Secretary Noem, often dubbed “ICE Barbie,” amidst weeks of negative press and ridicule. This extensive “Stronger Border, Stronger America” push was intended to run through March and was slated to be handled by People Who Think LLC, a GOP-affiliated firm with ties to Corey Lewandowski, an influential outside advisor to Noem.
This incident also fits into a pattern of the Trump administration and DHS using unlicensed intellectual property for their own purposes. Previous controversies include:
- In July, British actress Zoë Lister criticized the White House for lifting her audio from a viral Jet2 ad to create a deportation meme, calling it a “nasty agenda.”
- Singer Jess Glynne, whose track “Hold My Hand” was used in a similar context, expressed her disgust, stating the post made her “sick.”
- In April 2019, Warner Bros. successfully had a Trump video removed after the White House utilized the Dark Knight Rises score without permission in a swaggering montage.
- The Rolling Stones issued warnings to Trump in the following year, threatening legal action over the unauthorized use of their song “You Can’t Always Get What You Want” at rallies.
The current Pokémon-themed campaign continues this trend, drawing significant attention to the ethical and legal implications of government agencies appropriating commercial intellectual property for political messaging.