Why a Mew plush opened TOMY's Pokémon 20th Anniversary in February

When TOMY unveiled its 12-month celebration of Pokémon's 20th anniversary in 2016, collectors worldwide watched the first release with particular care. The choice of Mew for the February slot was deliberate. As the 151st entry in the original Pokédex and one of the franchise's most elusive mythical creatures, Mew carried a weight that no ordinary Pokémon could match. It signalled immediately that the anniversary collection would lean into rarity and nostalgia rather than mass-market familiarity.

For Australian fans, the February launch landed during the final stretch of the long summer break, with households in Sydney, Melbourne, and Brisbane still in holiday mode. Toy aisles at local retailers became the destination of choice during the hottest part of the year. Dropping a limited Mew plush into that window ensured the collection was on the minds of young fans and adult collectors from the very first week of sales.

The decision also set a tone of exclusivity. By positioning a mythical Pokémon at the front of the release schedule, TOMY communicated that the entire 2016 series would be defined by scarcity, premium presentation, and a deliberate pace. February's Mew was effectively the opening statement, and every later release would be measured against it.

The strategic logic of starting with a mythical Pokémon

Mew occupies a unique place in the Pokémon canon. In the original games, it was not catchable through normal play and could only be obtained through special events. That hidden status made it a prize whispered about in playground conversations across Australia during the late 1990s. Choosing Mew as the first anniversary plush let TOMY tap directly into that childhood mythology.

Starting with a mythical also created an instant benchmark. Collectors who secured the February Mew knew they had something special from day one, which made them more invested in tracking the rest of the year's drops. Missing February would leave a permanent gap in an otherwise complete series.

The February timing was strategic. It came shortly after Australia Day in January, when many families had already spent disposable income on outings and gifts. By waiting until early February, TOMY caught a second wave of post-holiday spending, particularly from parents looking for fresh incentives after the back-to-school rush. The Mew plush sat perfectly in that brief commercial window.

Comparing the early releases of the 2016 lineup

Collectors quickly realised the anniversary series followed a deliberate structure. The February Mew plush opened the year, with other notable releases following through 2016, including a limited-edition metal tin for Pikachu that anchored the final phase.

Feature Mew Plush (February) Mewtwo Plush (Spring) Pikachu Anniversary Release
Pokémon Category Mythical Legendary Mascot / Icon
Release Slot 1st in Series 2nd in Series Year-end Special
Collector Demand Very High Very High Very High
Packaging Window Box Window Box Limited Metal Tin
Australian Availability Selected Retailers Selected Retailers Exclusive Outlets

The Pikachu metal tin served as a fitting finale, rewarding patient collectors and keeping engagement high across every season of the anniversary year.

How February fit the Australian calendar

February in Australia is a study in contrasts. The weather remains hot across most of the country, with Perth and Adelaide often sweltering while Sydney and Melbourne settle into milder late-summer evenings. For families seeking indoor activities, the arrival of a new collectable in toy aisles was a welcome distraction during long afternoons.

School terms in most states were either about to start or had just begun, meaning children had pocket money ready to spend. Local retailers such as Kmart, Target, and EB Games became the front line for the Mew release, with online pre-orders available through Australian distributors. Short shipping windows meant even remote collectors in regional Queensland or Western Australia could secure their plush before stock dwindled.

The release also coincided with the lead-up to Valentine's Day, a date Australian retailers had been leaning into for collectable tie-ins. Mew, with its soft pink colouring and reputation as a symbol of rarity, slotted neatly into that romantic and gift-friendly atmosphere.

Retailer exclusivity and limited availability

TOMY structured the 2016 collection so that no single retailer carried the entire range. In Australia, major chains offered the headline plush figures, while specialty outlets and online storefronts handled different parts of the catalogue. The Mew plush was broadly available but in strictly limited quantities per store, encouraging early morning visits and quick decisions.

This fragmented approach was deliberate. By preventing any one chain from dominating stock, TOMY ensured collectors had to engage with multiple retailers to complete the set. For Australians, that meant coordinating trips between suburban shopping centres and specialty hobby shops, particularly in larger capitals. Fans developed sophisticated methods for tracking each new plush through online alerts and community forums.

The exclusivity extended to online channels as well. Australian e-commerce platforms enforced strict pre-order windows, and stock notifications became a small ritual for dedicated fans. Missing the February window did not mean missing Mew entirely, but it usually meant paying a premium through secondary markets later in the year.

The Mew plush in the anniversary narrative

The Mew release was never meant to stand alone. It was the opening chapter of a year-long story that would culminate in flagship products later in the calendar. By starting with a mythical and ending with the franchise mascot, TOMY framed 2016 as a journey from the obscure corners of the Pokédex to its most celebrated face.

This narrative arc gave the Mew plush a specific role. It established the premium, collector-focused tone of the year, set expectations for packaging quality, and signalled that the series would reward persistence. Even fans who only secured the Mew figure felt they had a meaningful piece of the anniversary story, because the first release always carries symbolic weight.

The licensing partnership with Nintendo ensured that every detail, from the Poké Ball clip accessories to the soft fabric of the Mew plush, met official brand standards. For Australian collectors who had grown up questioning the authenticity of imported toys, that official backing was a significant reassurance.

The monthly release rhythm and the road to Keldeo

February was only the beginning. TOMY committed to a monthly cadence, with a new figure or accessory arriving roughly every four weeks. Australian fans developed their own rhythms around these drops, coordinating pickups around weekends and paydays. The Mew release set the template for how that tracking would unfold.

As the months passed, the collection introduced more variants, including alternate forms and special editions. The Resolute Forme variant of the Keldeo plush later in 2016 highlighted how TOMY was willing to cater to fans who wanted every permutation of a single Pokémon, not just the standard version. That detail-oriented release was only possible because the Mew plush had already established collector expectations for premium merchandise.

For Australian fans, the monthly rhythm turned 2016 into a year of small celebrations. Each release was an event, a moment to visit a store, open a parcel, or compare notes with friends. The Mew plush in February was the spark that ignited that pattern, and the Keldeo variant showed the series never stopped offering new surprises for those who followed it closely.

Practical tips for Australian collectors pursuing the anniversary series