What slogan became associated with the Pokémon franchise’s English marketing?

“Gotta Catch ’Em All” became the Pokémon franchise’s best-known English marketing slogan. It emphasized the series’ central goal of discovering and collecting many different Pokémon.

The phrase appeared prominently in English-language advertising, merchandise and the Pokémon anime’s opening song. Its apostrophe in “’Em” abbreviates “them,” producing a compact line that fit logos and promotional material.

The slogan reflected a gameplay loop established in the first games: completing the Pokédex required exploring, evolving and trading Pokémon because no single version contained every species. It was therefore both a marketing message and a practical description of the collection challenge.

The wording has not appeared identically in every language or every modern campaign. Regional slogans and game-specific taglines vary, but the English phrase remains strongly identified with Pokémon’s global launch era.