How Pokemon Cards Became a Stock Market For Millennials

The Pokemon Trading Card Game has quietly transformed into something its creators never intended: a speculative asset class dominated by adults hunting for profit while children struggle to find a single pack on store shelves. The resale market has climbed so high that the latest set, Phantasmal Flames, had a rare Charizard illustration valued at more than $800 before anyone had even pulled one from a pack -- a pack that retails for about $5.3. Ben Thyer, owner of BathTCG in Bath, has watched his shop become a flashpoint. His staff have received threats from customers, and he's heard reports of attacks and robberies at other stores. He stopped selling whole boxes of booster packs and now limits individual pack purchases. On Amazon, customers can only enter raffles for the chance to buy cards at all.The Pokemon Company printed 10.2 billion cards in the year ending March 2025 and still cannot meet demand. The company shared a seven-month-old statement saying it is printing "at maximum capacity." Thyer sees signs of a correction -- prices on singles and sealed products are falling -- but expects renewed frenzy around Pokemon's 30th anniversary in early 2026.

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