Year awarded
Special Award
Company Info


GOOD DESIGN|グッドデザイン・ベスト100

(C)JDP All rights reserved.

Award-winning item
Free stock image service for educational use [Pokemon Illustration Lab]
Business Owner
The Pokemon Company
System/service for the general public
The Pokemon Company (Japan)
Award Number
Outline of Good Design Award winners
Outline of Good Design Award winners 2020

Outline* The shown information is the one as of the awarded date and might has been changed.


Pokemon Illustration Lab is a collection of art materials made available for free to schools, childcare facilities, and medical and public facilities for kids. The lab provides Pokemon illustrations and images that are designed to help kids cultivate their creativity through coloring and crafting projects, which parents can also enjoy with their kids.


Nobuhiro Sawabe, My First Pokemon Project, The Pokemon Company


Kenichi Arai, Chihiro Hirose, Tatsuya Ohno, Takako Tanaka, My First Pokemon Project, The Pokemon Company


Etsuya Hattori, My First Pokemon Project, The Pokemon Company

廣瀬 千尋 / 大野 達也 / 田中 貴子 / 服部 悦哉

More information

Already in service/use


While the business model for the character business has been built on the foundation of strong rights protection, growing network externalities in the form of the internet and social media have created a situation in which contradictory needs are emerging. While examples of success have already emerged in the form of Kumamon and Hatsune Miku, for example, Pokémon Illustration Lab has pioneered the development of an environment in which the characters from Pokémon—one of the world’s most influential character franchises—can be used free of charge for non-profit purposes, including in some education, childcare, and medical care contexts. We greatly admired this design for a long-term business strategy giving rise to points of contact with children, along with a superb licensing strategy that is neither too open nor too closed, creating win-win relationships for both the company and users. With the scope of free licensing expanding in response to the corona crisis, we will be keeping an eye out to see how this develops in the future.

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