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Funko announces they will be releasing Pikachu as their first-ever Pokémon Pop! figure. The company has become increasingly more popular over the years thanks to their steady stream of pop culture collectibles and figures that surround virtually every major franchise, from classic films like Back to the Future to the latest hit TV shows, like Arrow.

The brand was founded in 1998 but only really started to gain recognition in 2005. At that time, Funko started securing licensing deals with major franchises such as Star Wars. This deal allowed them to gain popularity just in time for Hollywood to bring superhero films and shows like Game of Thrones to the forefront of pop culture. While most figures are designed for the general public, there are also plenty of exclusive Funko Pops designed for collectors. And now, it looks like they’ll finally break into an untapped market: Pokémon.

Funko recently started advertising the new Target exclusive Pikachu Pop! figure which will be released on July 29. There were some hints that company has plans to release more Pokémon figures in the near future but didn’t give hints as to which creatures they might be.

Pikachu is arguably the most famous character in the Pokémon franchise, not to mention the brand’s mascot. In the original show, Pikachu is Ash Ketchum’s starter Pokémon and the only one to remain with him throughout its run. Pikachu appears in other video games and media as well, including the Pokémon Mystery Dungeon series and Super Smash Bros. Nintendo released the first Pokémon video game in 1996. Since then, the franchise has grown to include over 70 video games, manga, anime, films, trading cards, and of course, and more, becoming one of the biggest entertainment properties in history.

Considering the character’s popularity and ubiquity, it makes sense for Pikachu to be the first Pop! figure released for the franchise. But the big question is which one is next? With over 800 Pokémon, not including shiny variations, it’s hard to predict just which one will follow Pikachu. It would make sense for the next figure to be one of the original 151 Pokémon; they are the most well-known. Could the next figure be Bulbasaur, Squirtle, or Charmander – the three original starters? Or perhaps it will be the famous Eevee, and some of its many evolutions? Or will the company skip straight to a special-edition legendary Pokémon like the elusive Mew? While all those questions have yet to be answered, the new Pikachu Pop! figure will surely generate excitement amongst Pokémon fans when it hits store shelves later this month.

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