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And all that is just the start. We’ve seen the opening of a Pokémon theme park in Tokyo, the announcement of a tiny Game Boy-shaped music player that plays the games’ soundtrack, a collaboration with high-fashion brand JimmyPaul that had its own runway show … it’s been endless. Regular readers will know that I am exactly the target audience for this festival of Pokémon nostalgia: the first generation of Pokémon kids and now hurtling towards 40. And yet I have been unmoved by most of this, even slightly annoyed by it.
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