Because of the sheer volume of products, Ishihara thought it was too much work for one person to handle.

At that time, Tsunekazu Ishihara of Creatures was the person in charge of approving licensed products. Companies were interested in working with the Pokémon brand. After the popularity of Pokémon Gold and Silver, they received many merchandising proposals from around the world. In 1998, Nintendo, Creatures, and Game Freak established The Pokemon Center Company ( ポケモンセンター株式会社, Pokemon Sentā Kabushiki gaisha) in order to effectively manage the Pokémon Center stores in Japan.

The International Branch of The Pokémon Company. The company is solely responsible for publishing and licensing mobile Pokémon titles, unlike console titles where it has help from Nintendo. Both companies work together in localization, production, QA, and other aspects. The Pokémon Company is mostly responsible for marketing and funding, while Nintendo handles distribution of the titles in Japan and outside it. The Pokémon Company also handles publishing of all Pokémon video games since 2001, except that Nintendo handles the publishing for console titles outside Japan. The company has separate subsidiaries that handle operations in different parts of the world, with the Pokémon Company International supporting the territories outside Asia and being responsible for brand management, licensing, marketing, the Pokémon Trading Card Game, the animated TV series, home entertainment, and the official Pokémon website on the territories outside Asia. The company is headquartered in the Roppongi Hills Mori Tower in Roppongi, Minato, Tokyo.

It was founded in April 1998 originally to operate the Pokémon Center stores in Japan before expanding to the entire franchise in October 2000 as it rebranded to its current name. It was established through a joint investment by the three companies holding the copyright of Pokémon: Nintendo, Game Freak, and Creatures. The Pokémon Company (株式会社ポケモン, Kabushiki gaisha Pokemon) is a Japanese company responsible for brand management, production, publishing, marketing, and licensing of the Pokémon franchise, which consists of video game software, a trading card game, anime television series, films, manga, home entertainment products, merchandise, and other ventures.

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