Hmmmm.
So I can take Pokemon and make him p!ssin' on a Ford and these companies won't mind because no money was exchanged?
This you could do... Because it'd be a parody. Well, I dont know if you can copy a pokemons exact image, but if you were paradying it.. it'd be ok.
What Is Fair Use?
If you made him look like a Chevy mascot pissing on Ford, it'd be ok. Now if you were chevy... I'm sure that would fall into a different category.
Laws are tricky. Every lawyer will have a different opinion, and even if you were in the right you could still get taken to court and lose by a jury of your peers who aren't copyright lawyers / know the rules. I think it all depends on the context of how you use it...
Nintendo has always let people use their stuff as fan art. Of course now that Satoru Iwata is dead... that may change.
But I'm with the others... Doesn't matter if money exchanged hands or not. I can't download a movie and watch it, or music and listen to it legally.... No money is exchanging hands, but I'm still reproducing copyrighted stuff. So I have to side with the magazine is wrong on this one.