Pikachu parade takes over New York to mark Pokémon's 20th anniversary

As part of its extensive campaign to mark its 20th birthday, Pokémon enlisted an army of one of its best known characters, Pikachu, to mark the occasion in Manhattan.

20 mascots dressed in costume as the fuzzy yellow monster took to Times Square to kick off proceedings, making their way across the city stopping off at locations including Brooklyn Bridge and Penn Station.

Delighted fans took to social to share their spottings of the character under the hashtag #PikachuNYC.

A video posted by Chelsea Stark (@chelseabot) on

One more- Pikachu butt shot #pokemon20 #pikachunyc

A photo posted by michelle ceja (@michelleceja) on

#NewYork #pikachunyc #pokemon20 #newyorkpubliclibrary A photo posted by Jay - Life through a lens (@jay_p84) on

The stunt was the latest celebration from the brand to mark the 20-year milestone. Back in January it released a Super Bowl ad to celebrate the Pokémon world which it said had "inspired fans to train hard and have fun," for the past two decades.

Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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