A significant controversy has erupted in the Pokémon trading card community following prominent content creator Natalie Roush's early opening of the 30th Anniversary Ultimate Premium Collection (UPC) boxes. Roush, known for her large following across Instagram and YouTube, uploaded a video in early September showcasing herself opening these highly anticipated sets, which are not officially scheduled for release until November 6. This action has led to widespread speculation and accusations that she may have obtained and opened stolen product.
The Pokémon TCG's Ultimate Premium Collections are notoriously valuable and collectible. For context, the 2022 Charizard Ultimate Premium Collection, initially priced at $120, now commands prices upwards of $500. The upcoming 30th anniversary UPCs, with pre-order prices exceeding $600, each contain 29 packs from the 30th Celebration set, one Classic Collection booster pack, exclusive cards, and premium accessories. The early availability of these boxes, two months before their official release, immediately raised red flags within the community.
Roush addressed potential criticism in her now-deleted video, stating, "I know some of you guys are going to try to come for me in the comments, but please, please be nice to me! I chose to spend my own money on this. And not only that, as a content creator, this is just kind of part of the process." However, this defense proved counterproductive. Content creators often receive products from The Pokémon Company International (TPCi) ahead of official release dates under embargo agreements, with acknowledgments typically included in their content. Roush's claim of personal purchase for boxes that should not have been accessible fueled suspicions of illicit acquisition.
The situation was further complicated by actions taken by online marketplaces. In late August, eBay removed numerous listings for the 30th Anniversary set, citing The Pokémon Company International's notification that the cards were not distributed through authorized channels and constituted stolen property. eBay issued a warning against relisting the items without proof of legitimate sourcing. A similar stance was taken by the Japanese marketplace Mercari, which also collaborated with TPCi to remove unauthorized listings.
This coordinated action by platforms led to direct accusations that Roush had purchased stolen goods. While the term "stolen goods" might evoke dramatic imagery, the core issue remains that Roush possessed and opened product that was definitively not available through legitimate means. Her plea for kindness and her justification that "this is quite literally my job to be able to bring these cards here for you. So you can also get a sneak peek at these!" did little to quell the backlash.
Other content creators have weighed in on the controversy. YouTuber Kyra criticized Roush's justifications and detailed the problematic nature of her actions, while Opossum Bud shared footage from Roush's deleted video, highlighting her statements about viewers being "salty" and her own appreciation for obtaining the product. The backlash intensified as Roush reportedly referenced eBay resale prices for the cards in her video, a practice typically avoided by legitimate outlets prior to street dates.
As Kyra pointed out, The Pokémon Company has a history of taking strict action against leaks and unauthorized disclosures. In 2019, TPCi sued individuals for posting images from an unreleased strategy guide for Pokémon Sword and Shield, eventually settling in 2021 with the leakers ordered to pay $150,000 each. While early openings by content creators are not unheard of, they are typically done with TPCi's consent or through legitimate wholesale access, usually no more than a week before release. Obtaining and opening a highly sought-after set two months in advance deviates significantly from these norms.
Roush has not issued a formal public statement beyond her comments in the video and its accompanying remarks. Her recent Instagram posts, featuring standard pack openings, have been met with numerous sarcastic comments regarding the UPC situation, indicating that the community's concerns remain unresolved.