Pokémon pandemonium: did the Van Gogh Museum play its cards right?

A limited-edition Pikachu With Grey Felt Hat' trading card drew in a new, younger audience to the Amsterdam gallery but caused mayhem

In early November, I was standing in a long line at the Van Gogh gift shop in Amsterdam waiting to purchase a Pokemon ballpoint pen. It was one of the few remaining items left in the store - this was the second month of the establishment's Pokemon collaboration, but the clamour for the limited edition merchandise was ceaseless. Everything from T-shirts to notebooks to shoulder bags with an image of Pikachu on the front had been picked bare, leaving only prints and postcards behind the till. It was barely past midday but the number of people crammed into the shop meant the area was soon cordoned off with others now rejected entry until it calmed down.

This had become an all too familiar sight for attendees and staff. From the very start of the collaboration, which began in September for the museum's 50th anniversary and was intended to introduce new audiences to the work of the Dutch artist, the Pokemon merch caused mayhem as eager fans - and scalpers - clamoured for the best stuff. But the main cause was a single item: a limited edition Pikachu With Grey Felt Hat" trading card. As soon as the card was made available, it sold out online, while desperate gallery visitors had to enter scrums to try and pick one up. Footage of the Poke riots soon hit Twitter (now known as X), and later, eBay listings had the card on sale for up to $900. In mid-October, the card was discontinued.