Hundreds of Pokémon fans convened in Shoreditch, east London, on Saturday afternoon for a pop-up event celebrating the 10th anniversary of Pokémon Go. The augmented reality smartphone game encourages players to physically explore their surroundings to catch Pokémon.
Mairead Ralph, 42, an original fan of the franchise since the release of Pokémon Red 30 years ago, was among those attending. She has travelled internationally for Pokémon events and believes the franchise's enduring popularity stems from its ability to evoke happiness.
The Pokémon company, which marked its 30th birthday in March, is recognised by Guinness World Records as the world's largest media franchise, with total revenues of $147bn (£110bn).
Attendees like Rumeysa Usca, 34, highlighted the game's appeal for exercise and entertainment, while Summer Till, 24, noted its role in bridging generational gaps. Stacie Smith and her son Rupert, who has autism, found that Pokémon Go encouraged Rupert to leave the house more and engage with others, supporting his mental health.