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The Pokémon Company International has publicly distanced itself from the Department of Homeland Security (DHS), asserting that its iconic branding was used without permission in a controversial immigration enforcement campaign. The DHS ignited widespread debate after releasing a Pokémon-themed social media montage promoting ICE raids and deportations.
Posted recently, the campaign video adopted the franchise’s famous “Gotta Catch ’Em All” slogan, set to its theme music, and featured mock trading cards for arrestees. This digital stunt quickly escalated into a significant culture-war flashpoint.
Controversial Campaign Details Spark Outrage
A particularly contentious segment of the video includes footage from a raid attended by Homeland Security Secretary Kristi Noem, showing U.S. citizens being handcuffed outside a damaged door. Critics argue that such sensitive material should never be weaponized for content creation and could expose Noem to legal ramifications.
On social media platform X, DHS captioned the package with the phrase “Gotta Catch ’Em All.” Customs and Border Protection further amplified the message by sharing a GIF of Pikachu, the globally recognized yellow mouse-like mascot, dancing. The campaign meticulously mimicked the anime’s opening sequence and card-game elements, even listing “weakness” as an ICE emoji and “retreat” as an airplane, a clear adaptation of Pokémon’s combat mechanics.
Pokémon Company Denounces Unauthorized Use of Intellectual Property
In response to the viral campaign, the company behind the beloved global kids’ brand is now challenging the DHS’s actions. A spokesperson for The Pokémon Company International confirmed to reports, “We are aware of a recent video posted by the Department of Homeland Security that includes imagery and language associated with our brand.”
The statement unequivocally clarifies the company’s position: “Our company was not involved in the creation or distribution of this content, and permission was not granted for the use of our intellectual property.”
A Pattern of IP Infringement Allegations Against DHS
This incident follows closely on the heels of similar accusations against the DHS regarding its use of intellectual property. Just days prior, comedian Theo Von expressed his displeasure after the department incorporated one of his self-filmed social media videos into a post boasting about deportation numbers.
Von posted on X, stating, “Yooo DHS i didnt approve to be used in this. I know you know my address so send a check,” and later added, “When it comes to immigration my thoughts and heart are alot more nuanced than this video allows. Bye!” He emphasized that his content was used without his consent or compensation.
The DHS appears to be developing a reputation for disregarding intellectual property rights in its aggressive push to promote its immigration initiatives. In a related event last August, the department branded an Indiana detention facility the “Speedway Slammer,” prompting immediate objections from the Indianapolis Motor Speedway and IndyCar, who demanded that their imagery be disassociated from the facility.
Fan Demands and Legal Considerations
The unauthorized use of Pokémon’s IP has ignited outrage among fans, with many urging The Pokémon Company International—a major entity co-owned by Nintendo—to pursue legal action against the DHS. The Pokémon franchise boasts immense global popularity, with nearly 500 million game units sold worldwide.
However, former Pokémon chief legal officer Don McGowan offered a nuanced perspective to the gaming website IGN, suggesting that he “wouldn’t touch this,” predicting it would “blow over in a couple of days.” He cited the company’s traditional aversion to high-profile publicity and noted that “many of their execs in the USA are on green cards,” which could complicate a direct legal confrontation with a federal agency.
When questioned about potential legal action against the administration regarding the alleged piracy, The Pokémon Company International refrained from making any comment. Despite the growing controversy, the DHS video promoting the immigration raids remained accessible online at the time of publication.
The DHS campaign video itself also highlights deportation statistics, claiming “400,000 deported” and “1.6 million” voluntary self-departures since the Trump administration took office, underscoring the aggressive nature of its immigration enforcement messaging.