The Pokémon Company International announced on February 19th, 2026 that they have acquired Excell Brands, one of the 2 major distributors of the biggest brands of cards in the United States. With their deep category expertise, award-winning team, and extensive retail network, they design fully customized trading card and collectibles programs and compelling customer experiences to drive sales and profitability for manufacturers and retailers alike.

Brand Partners:

Retail Partners:

THE POKÉMON COMPANY INTERNATIONAL ENTERS INTO AGREEMENT TO ACQUIRE EXCELL BRANDS

Bellevue, Wash. — February 19, 2026 — The Pokémon Company International today announced that it has entered into a definitive agreement to acquire Excell Brands, a leading U.S. distributor and category management service provider of trading cards and collectibles. The transaction is expected to close subject to regulatory approvals and customary closing conditions.

The acquisition builds on a relationship spanning decades. During that time, Excell Brands has become The Pokémon Company International’s largest distribution partner in the U.S., and the companies have worked closely together, developing deep respect for each other’s cultures and the trust they have earned across the industry.

“This reflects our long-term commitment to supporting the Pokémon community and the broader trading card ecosystem,” said Kenji Okubo, President of The Pokémon Company International. “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.”

The trading card and collectible category continues to evolve, with increasing expectations around fulfillment and customer experience. 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.

“From the beginning, Excell Brands has been built on trust, long-term relationships, and commitment to excellence,” said Stan Seidler, Founder & Chairman of Excell Brands. “This next chapter allows us to preserve those values while positioning the business for the future.”

“This partnership is an exciting milestone for our team,” said Terry Rosendahl, CEO & President of Excell Brands. “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.”

As both Pokémon and Excell Brands celebrate their 30th anniversaries this year, the companies view this milestone as the start of a new chapter built on three decades of trust and shared values.

About Excell Brands

Founded in 1996, Excell Brands is a full-service category management and distribution partner committed to driving growth for trading card and collectible brands, as well as retail partners across the United States. Headquartered in Des Moines, Iowa, the company works closely with leading brand and retail partners to develop compelling programs that increase sales and elevate customer experience. For more information, visit  www.excellbrands.com.

Source: https://press.pokemon.com/en/releases/The-Pokemon-Company-International-to-Acquire-Excell-Brands