The highly anticipated 30th-anniversary set for the Pokémon Trading Card Game is nearing its release, and fans are facing significant challenges in securing pre-orders and purchases. Following Walmart's implementation of a raffle system for its product releases, collectors had hoped for similar stress-free options from other retailers. However, Dick's Sporting Goods has introduced a pricing structure that has been described as "borderline unbelievable."
The drawing for the 30th-anniversary set at Dick's Sporting Goods is app-exclusive and requires users to have an account with the retailer. Winners are selected randomly and will be automatically charged upon the closing of the drawing window, which remains open until September 22, 2026. While the store has set a limit of one purchase per product, this measure is overshadowed by the steep price increases.
Dick's Sporting Goods' pricing for the Pokémon TCG: 30th Celebration products significantly exceeds the manufacturer's suggested retail price (MSRP). For example, the Elite Trainer Box is priced at $120, a 140.05% markup from its $49.99 MSRP. Similarly, the 30th Celebration Poster Collection and Tech Sticker Collection are both listed at $40, which is a 166.84% increase from their $14.99 MSRP. The Knock Out Collection is marked up to $25 from $9.99, and the ex Box is priced at $60, up from its $21.99 MSRP.
These inflated prices from Dick's Sporting Goods are comparable to, though slightly less extreme than, those seen at GameStop. Reports indicate GameStop is selling the $49.99 Elite Trainer Box for $169.99. Amidst the demand and early sightings of products appearing weeks before the official release, some consumers are succumbing to the fear of missing out (FOMO).
Despite concerns about scarcity, indications suggest The Pokémon Company has planned a substantial printing for the 30th Celebration release. Early pull rates also suggest that, aside from specific rare cards like the RGB Mew and Mewtwo, desirable cards from this set are expected to be relatively common. The issue of inflated pricing is compounded by the early availability of products to "rip-and-ship" influencers and scalpers. Some personalities have already begun opening the Ultra Premium Collection, which is not officially scheduled for release until November 2026.
Initial secondary market prices for cards from the set have been exceptionally high, with common cards fetching prices dozens of dollars above their typical value. This heightened market activity is particularly pronounced for the 30th-anniversary set. In response to concerns about early sales and potential theft, eBay has taken the unprecedented step of halting early listings for these Pokémon products at the request of The Pokémon Company International.
For those still interested in purchasing from Dick's Sporting Goods, the app can be downloaded via the Apple App Store. Once logged in, users can find the 30th anniversary Pokémon widget on the app's main page to participate in the drawing.