Promotions all over the world have an enormous impact on Pokémon sales, which then turn into money, strengthening the handheld market. Tie-ins, however, are even better. Take an already tremendously popular company like Pizza Hut pizza and add Pokémon products to one of their campaigns. Everyone who purchases a pizza will now get an eyeful of the monsters as a reminder that a new game is available. It's yet another revenue-generating opportunity that eventually translates into the purchase of more handheld systems.