Amsterdam's Van Gogh Museum had to halt its Pokémon card giveaway due to unmanageable crowds and resellers. The museum collaborated with Pokémon Company International as part of its 50th-anniversary celebrations, offering a range of limited-edition products and placing Impressionist paintings of Pokémon in its galleries. Visitors could obtain a free promo card of Pikachu wearing a hat reminiscent of Van Gogh's 1887 self-portrait by completing a scavenger hunt called the Pokémon Adventure.
However, since launching the collaboration, the museum experienced a surge in attendance, leading to chaotic scenes both inside and outside the museum. In response, the museum decided to remove the Pikachu with Grey Felt Hat promo card from distribution, aiming to ensure a safer and more enjoyable experience for all visitors. The exhibition remains highly popular and booked out, but the museum has made plans to offer the card and other sold-out products for sale through its website.
The Van Gogh Museum has a history of successful collaborations with brands and integrating Van Gogh's art into consumer products, and the Pokémon collaboration was an attempt to attract new and younger audiences. While the collaboration proved successful in drawing attention, it became challenging to manage the resulting crowds.
