Pokémon has called out the Department of Homeland Security for using its brand without permission in a controversial ICE raid campaign that borrowed the phrase “Gotta Catch ’Em All.”
The Department posted a Pokémon-themed video earlier this week that sparked immediate backlash. The clip showed immigration raids, set to the iconic Pokémon theme song, and ended with fake “trading cards” featuring people who were arrested.
One part of the video shows a raid attended by Homeland Security Secretary Kristi Noem. In that scene, U.S. citizens are seen being handcuffed outside a broken-down door.
Critics say turning that footage into social media content was wildly inappropriate and could even have legal consequences for Noem.
On X, the Department of Homeland Security shared a post featuring a package labeled with the Pokémon catchphrase “Gotta Catch ’Em All.” Customs and Border Protection joined in by adding a gif of Pikachu, the well-known yellow mascot of the franchise.
The campaign copied the style of the Pokémon anime intro and even mimicked elements from the trading card game. It went as far as listing “weakness” with an ICE emoji and “retreat” with an airplane icon.
The company behind Pokémon is not happy. A spokesperson for The Pokémon Company International told the Daily Beast they were aware of the DHS video using Pokémon imagery and language.
According to the spokesperson, the company had no part in making or distributing the video, and DHS did not have permission to use its intellectual property.
The controversy comes just a day after comedian Theo Von criticized DHS for using one of his social media videos in a campaign about deportations.
Many fans of the franchise are now urging The Pokémon Company International, which Nintendo partly owns, to take legal action against DHS for misusing its brand.
Don McGowan, who used to be Pokémon’s chief legal officer, told the gaming site IGN that he personally wouldn’t get involved in this situation. He predicted that the controversy would likely fade away within a few days. He explained this by pointing out Pokémon’s general dislike of attracting public attention. He also mentioned that many of the company’s executives in the U.S. hold green cards.
When asked by The Beast if Pokémon planned to take legal action against the Trump administration for the unauthorized use of their content, Pokémon Company International chose not to respond.
At the time this story was published, the Department of Homeland Security’s video was still available online.
The Department of Homeland Security is starting to gain a reputation for ignoring intellectual property rights as it pushes its immigration enforcement campaign.
On Tuesday, Von—a figure credited by Trump supporters for helping the campaign connect with younger audiences—criticized the department for using his video without permission.
He posted on X, saying, “Yooo DHS I didn’t approve this use. I know you have my address, so send a check.” He followed up with, “When it comes to immigration, my thoughts and feelings are much more complex than what this video shows. Bye!”
