TCG powerhouse The Pokémon Company International is moving into distribution; the company has reached a definitive agreement to acquire distributor and category manager Excell Brands. Excell Brands is currently the largest U.S. distributor of Pokemon TCG, serving mass, online, and specialty retail channels.
The move represents a further vertical integration of the Pokemon TCG supply chain; The Pokémon Company International acquired a printer in 2022 (see “TPCI to Acquire Printer“).
Excell Brands works with retailers including Target, Walmart, Meijer, Barnes & Noble, Amazon, and many others. It currently distributes a number of competitive TCGs, including Magic: The Gathering, Disney Lorcana, Yu-Gi-Oh! TCG, and One Piece, as well as numerous sports card and collectible brands.
Under its new ownership, it appears that Excell plans to continue those broad relationships. “Through this investment, The Pokémon Company International expects to support continued investment in Excell Brands’ capabilities, while maintaining its independent approach to serving retail and brand partners,” TCPI said in its announcement.
TPCI President Kenji Okubo stressed the long view the acquisition represents. “This reflects our long-term commitment to supporting the Pokémon community and the broader trading card ecosystem,” he said in a statement accompanying the announcement. “Excell Brands has built a strong reputation as a trusted distributor and category management partner for their customers with deep insight into the needs of Pokémon fans.”
Excell Brands CEO and President Terry Rosendahl focused on investment in his statement. “This partnership is an exciting milestone for our team,” he said. “It allows us to keep doing what we do best for our retail and brand partners, while continuing to invest in our team, systems, and service.”
MJ Holding is Excell Brands’ largest competitor in the TCG and trading card distribution, category management, and merchandising category.
The transaction will close subject to regulatory approval and closing conditions; no date was given.
Source: ICv2
