The seventh generation of Pokémon was released worldwide on November 18, 2016. Generation VII introduced fans to both regional variants of previous Pokémon, such as Raichu and Exeggutor, Ultra Beasts, and Z-Moves, powerful moves used once in battle with the help of the Z Bracelet.

Though Alola started out with a good merchandise run in its first year, due to the popularity of Pokémon GO and Pokémon Let's Go Eevee and Pikachu, it was quickly overshadowed by Kanto merchandise very soon after its release. As such, even moreso than Generation VI, many Pokémon in Generation VII lack merchandise, only having various stickers and TCG cards. Popular Pokémon from this generation include Alolan Vulpix, Mimikyu, Bewear, Lycanroc, and Rowlet.

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