The Pokémon Company is marking its 30th anniversary this Friday, celebrating its status as the world’s largest media franchise, boasting cumulative revenues of $147 billion (£110 billion) as reported by Guinness World Records. This remarkable achievement comes from a rich history that spans video games, animated series, and a flourishing merchandise line, with trading cards emerging as a particularly hot commodity.
Once considered a children’s game, Pokémon trading cards have captivated adults and children alike, with certain cards now fetching astonishing prices at auctions—sometimes even exceeding gold and traditional stocks as investment vehicles. Earlier this month, the trading cards captured the People’s Choice Award at the 2026 Toy of the Year Awards, and the Pokémon Company’s iPhone companion app received the accolade for iPhone Game of the Year.
High-profile sales, including YouTuber Logan Paul’s record auction for a Pikachu card at $16.492 million (£12.178 million), have placed Pokémon cards in the spotlight, appealing to new fans and collectors. The cards have thus gained traction not only as collectibles but also as potential investments, with rising prices attracting criminal activity as scalpers and thieves attempt to profit from high demand.
Pokémon cards are collectible items featuring various characters from the franchise, sold in packs of ten without prior knowledge of the contents. Since their debut in Japan in 1996, followed by an English version in 1999, numerous unique cards have emerged. Cards from the original sets can now command thousands of dollars in mint condition, reflecting a marked increase in value over time. In a striking example of this trend, the former price of a pack—around £2.50 in 1999—has ballooned to an average of £364 for original unopened packs today.
Influenced by the popularity of high-profile collectors like Logan Paul, who is credited with spotlighting Pokémon cards on social media, the market has evolved significantly. Collectors often view these cards similarly to fine art, achieving impressive returns compared to traditional investments. The interest in Pokémon cards has surged particularly since the pandemic, with many nostalgic adults returning to collecting as they are able to afford products reminiscent of their childhood.
Toy industry insiders acknowledge that Pokémon cards are a form of “playground currency” among younger fans while adults also relish in rediscovering their childhood joys. These sentiments, in combination with clever marketing strategies by the Pokémon Company, help sustain interest in the franchise.
Efforts to curtail exploitation have been implemented, including limiting purchase quantities at retail locations, to ensure fairness in access to popular items. Special collaborations, such as limited-edition cards released through events or partnerships with art institutions like the Van Gogh Museum, contribute to the brand’s continued cultural relevance while drawing significant public interest.
Amidst rising prices, however, criminal activity has surged, with reports of thefts targeting stores holding valuable card inventories. Collectors and retailers are now increasingly vigilant against scams, including manipulated packs designed to enhance perceived value.
As Pokémon commemorates its milestone anniversary, the anticipation surrounding events and collaborations promises to keep the excitement alive throughout the year. Starting with a star-studded trailer during the Super Bowl, the celebrations reflect the brand’s lasting impact on popular culture and its strong community foundation. The Pokémon Company’s President, Kenji Okubo, expressed gratitude for the enduring passion of fans that has sustained the franchise’s reputation over the decades.