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The Department of Homeland Security (DHS) has ignited a significant controversy after leveraging popular Pokémon imagery and slogans to promote U.S. Immigration and Customs Enforcement (ICE) deportation raids on social media. This unexpected campaign has drawn sharp criticism and prompted calls for Nintendo, a key owner of the Pokémon franchise, to intervene.
“Gotta Catch ‘Em All” Reimagined for Immigration Enforcement
On Monday, the DHS social media team posted a video to X (formerly Twitter) featuring dramatic immigration raid footage. This footage was jarringly spliced with anime visuals from the beloved Japanese cartoon and collectible game. Set to the iconic Pokémon theme tune, the video was a clear imitation of the show’s opening sequence, humorously captioned with the franchise’s famous tagline: “Gotta Catch ’Em All.”
The campaign extended beyond the video. DHS also shared five mocked-up Pokémon “cards,” each profiling men who had been arrested and deported. Described by the department as the “worst of the worst,” these cards prominently displayed alleged crimes, including child molestation and homicide, emblazoned across them.
In a further attempt to emulate the game, the cards listed the men’s “weaknesses” as the “ice” emoji and indicated their “retreat” as an airplane, directly referencing gameplay mechanics. Even U.S. Customs and Border Protection (CBP) joined the online fray, replying to the post with a GIF of Pokémon character Pikachu dancing, facetiously calling him “Border Patrol’s newest recruit.”
Intellectual Property Questions and Public Backlash
The unauthorized use of the globally recognized Pokémon intellectual property (IP) immediately sparked a fierce backlash online. It remains unclear whether DHS sought or received permission from the relevant companies to use Pokémon IP for this controversial campaign. Numerous X users tagged Nintendo, questioning the legality and ethics of the government’s stunt.
Comments poured in, with one user writing, “Yo you guys cool with them using your IP for this?” Another expressed outrage, stating, “Please tell me my tax dollars aren’t going to graphic designers to make Pokémon themed ICE propaganda.” The Pokémon franchise is managed by The Pokémon Company, a joint venture established in 1998 by Nintendo, Game Freak, and Creatures Inc., with Nintendo holding a significant co-ownership stake and serving as a major platform holder.
The Daily Beast has reached out to both Nintendo and The Pokémon Company for official comment regarding the situation.
DHS Doubles Down Amidst Controversy
Despite the uproar, a spokesperson for DHS offered a defiant response to The Daily Beast, echoing another line from the Pokémon theme song: “To arrest them is our real test. To deport them is our cause.”
The video itself contains clips from a raid that has previously landed Homeland Security Secretary Kristi Noem in legal hot water. Aaron Reichlin-Melnick, a senior fellow at the American Immigration Council, highlighted on X that one specific segment depicted a home where U.S. citizens resided. He noted that these citizens were allegedly handcuffed and led out without being shown a warrant, all while a fleet of cameras, reportedly brought by Noem for public relations, documented the event.
This aggressive social media push for ICE enforcement aligns with previous reports of a broader media offensive. In August, it was revealed that former President Trump’s team was preparing a $20 million to $50 million DHS-run campaign to bolster Secretary Noem, who has been dubbed “ICE Barbie” amidst weeks of mockery. This “Stronger Border, Stronger America” initiative, slated through March, was reportedly handled by People Who Think LLC, a GOP-linked firm connected to Corey Lewandowski, an influential advisor to Noem.
A Pattern of Unauthorized IP Use
This is not the first instance where the Trump administration or DHS has faced criticism for using unlicensed intellectual property for its own agenda. In July, British actress Zoë Lister, known for the viral Jet2Holiday ad, condemned the White House for using her audio in a deportation meme, calling it a “nasty agenda.” Similarly, singer Jess Glynne expressed her disgust after her track “Hold My Hand” was used in a similar post.
Previous incidents include Warner Bros. successfully having a Trump video removed in April 2019 after the White House used the Dark Knight Rises score without permission. The Rolling Stones also issued warnings to Trump in 2020, asserting that his use of “You Can’t Always Get What You Want” at rallies violated their rights and could lead to legal action.