(Featured image credit by あじこ via X)

Why indeed? Well, Pokemon simply is that famous, isn’t it? ‘nuff said. This blog post ends right then and there. But, seriously, what are the technical-ish reasons that made Pokemon generally THE go-to licensed IP for kigurumi onesies? Like, there are thousands of beloved characters out there that can compete in terms of cute design, onesie flexibility and variety. But somehow Pikachu and friends have managed to completely own this space.

If you've been around the kigurumi scene for a while, you've probably noticed this too. Walk through any convention, count the number of kigurumi onesie attendees, and you'll spot way more Pokemon kigurumi than anything else from major franchises. And I'm not just talking about the occasional Pikachu. A whole bunch of them like Eevee, Snorlax, Charmander are present.

Licensing Reality Recap

Let's get the obvious stuff out of the way first. Most of the major licensed kigurumi you see are either official Pokemon products or unauthorized knockoffs. So, you technically have an entire of Pokedex of them, but it doesn’t mean that every single design is official (even if the quality suggests otherwise).

(Image credit via Instagram)

You see, companies like The Pokemon Company have actually embraced kigurumi as a legitimate merchandise category, while other franchises... well, they're still figuring it out. For others, it comes more as a simple product extension of their IP than a genuine part of their lineup.

For example, Disney's approach has been way more restrictive, and don't even get me started on trying to find official Marvel or DC kigurumi. Meanwhile, we can easily presume that Pokemon has been billions annually from licensed merchandise due to the clear marketing that is apparent on the product. They clearly see kigurumi as part of IP’s expansion strategy. When you can actually buy an officially licensed Pikachu kigurumi through legitimate channels, versus hunting down questionable Spiderman knockoffs, the choice becomes pretty obvious, especially for collectors.

But, surprise, surprise, it is not just about availability. As many of you are about to interject, there's something intrinsic about Pokemon characters that just works perfectly for the kigurumi format… in ways that other franchises don't.

Why Pokemon Characters Are Kigurumi Gold

Think about what makes a good kigurumi design. You want something that's instantly recognizable even with the simplified, chunky proportions that kigurumi naturally have. You want characters that look cute and approachable rather than intimidating. And ideally, you want designs that work well in soft, plush materials.

Well, it would seem that Pokemon characters hit every single one of these marks.

Their form, design, and color schemes are basically perfect kigurumi material. Those round cheeks, the use of two to three colors at most, the caricatured body parts. Even when translated to the somewhat bulky proportions of a onesie, you can immediately identify the specifc Pokemon. Compare that to trying to make a kigurumi of, say, Iron Man. Not exactly translatable to the sleek, mechanical aesthetic of the original now, can it?

Each Pokemon essentially having that mascot appeal naturally lends itself to the "cute animal onesie" concept that kigurumi onesie generally represents. They're already designed to be appealing, memorable, and simple enough that they work across different media formats.

Psychology of Comfort and Uniqueness?

There's also this weird psychological thing happening that I've noticed over the years. Pokemon characters trigger these nostalgic comfort associations that work perfectly with people who would most likely wear a kigurumi naturally (and not as a prank or event). When someone puts on a Snorlax onesie, they're not just wearing a costume. They are wrapping themselves in childhood memories and comfort associations.

(Image credit via Instagram)

Other franchises convey something different physically for their IP. Hello Kitty might have the same simple color schemes and designs, but they are far less adaptable to the human frame. Simplicity has its limits, I suppose. The choice of wearing a Sanrio character might be less appealing compared to a Pokemon due to the lack of inherent character expression.

Then again, I might be viewing from a completely different lens, so I might be missing a few more core details.

A Theme Anyone Can Like Wearing

Here's something else I've observed: Pokemon kigurumi work across social groups in ways that other licensed characters don't. A five-year-old in a Pikachu onesie makes sense. A twenty-five-year-old in the same outfit also makes sense. Even parents wearing them with their kids don't look weird. Gender doesn’t even matter.

(Image credit via Instagram)

Try that with most other franchises and you run into problems. Adult Disney princess costumes often feel like they're trying too hard. Superhero onesies can come across as juvenile to adults. But Pokemon has this unique sweet spot where it's simultaneously kid-friendly and acceptable for adults without irony, no questions asked, and not even an eyebrow raised.

The franchise's evolution alongside its original fanbase means there are now thirty-something adults who grew up with Pokemon (including yours truly) and genuinely love the characters, not just the nostalgia. When we wear these kigurumi, it just feels right.

Designs that Sell Themselves

Pokemon's licensing strategy has created a sustainable market for quality kigurumi that even we ourselves are proud to present and showcase whenever they are available. This then creates a positive feedback loop where demand grows, which justifies more product development, hence even more availability and variety.

Meanwhile, other franchises that haven't embraced kigurumi officially have created this weird black market situation. You either circulate only on your most profitable licenses, or risk obscurity, becoming a detriment to dollar signs. Not exactly the feedback loop-creating engine, as much as a one-trick-pony show of repetitive character use.

Appealing to the newest rather than the classic is also another move that Pokemon kigurumi onesies can easily do. New games mean new Pokemon, which means new kigurumi designs. It's a content pipeline that functions as a wishlist for any core group of fans of a specific Pokemon (they wish so dearly to be available in kigurumi onesie form).

Just Another Part of Standard Convention Culture

At conventions, Pokemon kigurumi have become this universal language. They're recognizable enough that they work as cosplay (see our previous discussion about that), comfortable enough to last the entire event, and social enough that they naturally attract other fans. I've watched complete strangers bond over their matching Eevee onesies in ways that just don't happen with other character themes.

Unsurprisingly, convention culture has also fully embraced Pokemon kigurumi as legitimate con attire as if Pokemon are as typical as more generic kigurumi onesie patterns. Partly because they've been around long enough to establish themselves, and partly because the characters just fit so naturally into the quirky, fun atmosphere that conventions celebrate.

(Image credit via Instagram)

Will this change? Maybe. If Disney or Marvel decided to really embrace kigurumi culture and created official, high-quality products, they might be able to challenge Pokemon's dominance. But for now, Pokemon has built such a strong foundation in this space that it's hard to imagine anything else taking over.

Huh, maybe those $10+ billion annual licensing figures in 2023 (which presumably also includes kigurumi onesies) are doing some real heavy lifting for The Pokemon Company after all.