The launch of Pokémon's special 30th-anniversary trading card set has been met with massive demand, resulting in extensive queues and significant price increases from some retailers. The anniversary set, featuring nostalgic re-releases and rare new designs, has drawn considerable attention, further fueled by the lucrative secondary market for collectible cards.
Several retailers have implemented measures to combat scalping, including purchase limits and, in some instances, altering packaging to reduce resale value. Japan has even introduced facial recognition systems at certain stores to manage demand. Despite these efforts, shoppers have flocked to stores worldwide in pursuit of the limited stock.
Retailers such as GameStop and Dick's Sporting Goods have been criticized for drastically inflating prices. GameStop is reportedly selling the Elite Trainer Box for $169.99, a significant markup from its $49.99 retail price, while Dick's Sporting Goods is offering the same box for $119.99. These markups exceed double the original cost.
Scenes of long queues have been reported in the UK and France, with dedicated fans camping out overnight or using chairs to reserve spots in line for days in advance. Social media posts documented individuals spending nights on the street to secure their place. In some locations, the practice of reserving spots with empty chairs, known as 'ghost chairs', has drawn criticism for being unfair to those who arrive on the day of release.
Pokémon cards have increasingly become a target for resellers and collectors, with their popularity and the value of rare cards soaring. The Pokémon Company has struggled to meet this demand, despite printing an estimated 10 billion cards last year alone. This situation has led to speculation about the cards' long-term value, with one collector suggesting they could serve as currency in a post-apocalyptic world.