We spoke with the singer about everything from this new campaign to his upcoming South America concerts

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Joe Jonas once tricked his third-grade crush into giving him better Pokémon cards (don’t worry, he later apologized). But there’s a lesson buried there: crushes fade, Pokémon is forever.

That sentiment fits perfectly with the Grammy-nominated pop star’s latest move, teaming up with Target and Pokémon as the face of a new co-branded anniversary collection celebrating the beloved Japanese franchise.

The collaboration will be released in three drops. The first arrives in Target stores on May 2 and online on May 3, followed by a third wave on June 6 (check back here for official updates once the lineup is live). The limited-edition release includes Pokémon-themed headphones, jackets, apparel, and accessories, and if you time it right, you might just be able to catch ’em all.

Prices for the collection start at around $4 for official stickers and go up to about $128 for select apparel pieces.

“We know our guests love Pokémon, and we worked with the brand to make this 30th celebration really fun and exciting — even tapping long-time fans within our own team to design it,” said Gigi Guerra, vice president, creative curation, Target, in a release. “It’s a clear expression of how Target leads with merchandising authority — bringing together our trend expertise and deep fan insights to create what guests are excited about right now, in a way that’s unmistakably and exclusively Target.”

According to the retailer, more than 60 items will launch in the first round, with around 40 additional pieces arriving in the second drop this summer. The collection fuses nostalgia with an updated take, spotlighting beloved characters like Bulbasaur, Jigglypuff, and Gengar in fresh designs. Target also says the products were shaped with input from dedicated Pokémon fans to ensure the collection stays true to what enthusiasts actually want.

Since its debut in 1996, Pokémon has become a global cultural mainstay, spawning hundreds of merchandise lines, anime series, video games, films, costumes, and, of course, trading cards. It remains the highest-grossing media franchise of all time, generating more than $105 billion in revenue as of August 2021, according to Statista. So it only makes sense that, three decades later, the brand would mark the moment with a major collaboration, this time alongside Target, a retailer known for its high-profile partnerships, from Roller Rabbit to The Devil Wears Prada collections.

We spoke with the face of the collection (no, not Ash) — another charismatic brunette, Joe Jonas — to talk about the collaboration, his upcoming South American tour, and the seductive signs fans bring to his shows.

What are your earliest memories of Pokémon, and how did that shape your involvement in this collaboration?
Wow, earliest memories. I was obsessed with Pokémon growing up. I remember trading really bad cards for really good ones with a girl I had a crush on after she came back from Japan. That’s when I realized how deep my love for Pokémon was. I even apologized later and returned some of her cards.

Since then, I’ve always felt a strong bond with Pokémon. Now, it’s amazing to look back on that nostalgia and share it with a whole new audience — friends I collect with and people I connect with online. It feels bigger than ever, and it’s been an incredible experience.

What stood out to you most about this collection?
You can see how much thought went into everything. I love it all, from the stickers to the puzzle to the little hidden details, even in the jacket. I really think people are going to love it as much as I do. And if you’re a true Pokémon fan, you’re going to want it all.

Do you have a favorite item, or one you feel especially connected to?
The pullover might be my favorite piece. But the keyboard is crazy; it has all these incredible dials and details. I don’t even know how to describe it, but the clicking sound alone gets me excited. They didn’t tell me to say any of this; I just genuinely love it.

What makes a brand partnership feel right to you at this point in your career?
It really comes down to authenticity. I’ve been lucky in my career to share my personality and personal life with my fans in a way that feels natural, not forced. I’m able to just be myself, and I’m really grateful for that. That carries over into collaborations, too. The best ones feel organic — like brands I already use or genuinely like.

Leaning into nostalgia, what feels different about making music now?
It’s been interesting to watch how music has evolved, how we discover and consume it. TikTok is obviously the king of that, and I love how it helps people find new sounds and artists. At the same time, it’s about adapting while staying true to yourself. I still want to create music I’m proud of and tell the stories that matter to me. That’s the most important thing.

These days, I can record and write anywhere — I’m literally looking at a setup in my hotel room right now. That flexibility brings me a lot of joy, and I just trust that the rest will follow. I find ways to share and tease new music along the way, which is always fun.

How do you decide when to lean into the past versus pushing your new sound forward?
I’m always finding inspiration in the music I grew up on, songs my dad shared with me, and even older tracks I’m just discovering now. I listen to New Music Friday every week, not just from a competitive side, but because I genuinely want to know what’s out there.

I’m a fan first; I love hearing what people are creating and seeing what inspires me. I’m really grateful I get to do this as a career, and as long as I stay inspired, I’ll keep going.

You’ve been in the spotlight since your teens. What’s something about fame that you didn’t know back then?
You don’t have to take yourself too seriously. I take my music seriously, but everything around it, I just try to have a good time. Life’s too short. When I was younger, I felt like even the smallest mistake could ruin everything. But as I’ve gotten older, I’ve realized that’s not the case. Those moments actually show your human side, and people appreciate that.

It makes you more relatable, not some cookie-cutter pop star, but someone real. And that connection goes a long way.

What is the most shocking poster anyone has held up for you at a concert?
Most of them are pretty wild. Fans take my songs and turn them into sexual lyrics or innuendos. I can’t repeat most of them, but they make me laugh. Some people say they’re offensive, but it’s a concert, it’s funny, I think it’s great. If you’re coming up with a fun, flirty sign, go for it.

I actually do fan requests at most shows, which means I’m scanning the crowd for signs while I’m singing. I’m reading like 50 signs at once, and some of them are hilarious. Sometimes I have to double-take because I’m like, “Wait… did that really say that?” And yeah… it usually did.

What can fans look forward to during your upcoming tour?
We’re heading to South America, which has been a long time coming. Fans can expect a lot of the show we did in the U.S.; they deserve to see it.