Starting today, The Pokemon Company will be running a special My Friend Malamar campaign celebrating the Generation VI Dark/Psychic type Overturned Pokemon.

According to a report from Serebii.net, content creators have been notified that there will be a special video for the campaign published on September 10th 2025 22:00 JST, which is when the campaign is scheduled to end.

Serebii Update: It has been confirmed that a special “celebration” of Malamar will appear on the Pokémon socials at 13:00 UTC on Wednesday September 10th 2025

Details @ https://t.co/NWlAdn57aQ pic.twitter.com/Sxbv87rhWs

— Serebii.net (@SerebiiNet) September 5, 2025

Fans strongly believe that the campaign is leading up to the reveal of a Mega Evolution for Malamar in Pokemon Legends Z-A. We will be sure to report back with the updates as they come.

What do you think? Let us know in the comments.