GameStop has drastically reduced the prices of its highly anticipated Pokémon 30th anniversary trading card game (TCG) products and other July releases, a move that follows an initial announcement of steep markups that drew significant criticism. The retailer's Elite Trainer Box (ETB) for the anniversary set, initially listed at $129.99 and later increased to $169.99, is now priced at $99.99. Similarly, the Ultra Premium Collection (UPC) box, which was previously offered at $600, has been reduced to $399.99.
These revised prices, while still elevated compared to the manufacturer's suggested retail price (MSRP), are more aligned with typical market values for popular Pokémon TCG items. For context, an Elite Trainer Box from the Chaos Rising set currently has a market price around $79.99. The ETB for the 30th anniversary set now represents approximately a 100% markup over its MSRP.
While GameStop has not issued an official statement explaining the price reversal, employees at various locations have indicated that the initial exorbitant pricing did not meet corporate expectations for pre-order volumes. GameStop's international division, EB Games, attempted to frame the price decrease as a strategic move. An Instagram post from EB Games stated that setting a high initial price was part of a strategy to "make life as difficult as possible for scalpers" and ensure "genuine Pokémon fans" had a better opportunity to secure products.
This significant price adjustment is expected to boost pre-order numbers. The announcement comes as other retailers, such as Amazon, are also offering pre-orders for the 30th anniversary set, with products frequently selling out within moments of becoming available. Fans who had already pre-ordered at the higher prices at GameStop are reportedly being offered the option to receive a refund for the difference or apply it to other products. The retailer is maintaining a limit of two pre-orders per item.