Why Can't the Pokemon Company Keep up With Scalping & Investing?

As we all know, Pokemon is one of the most successful brands in the world. From video games to movies to the classic trading card game, its reach is global and its fanbase is multigenerational. Yet despite all that power and influence, The Pokemon Company continues to struggle with a persistent problem that frustrates both players and collectors: scalpers and investors. So how did we get to this point and how can we get back to a time where everyone has access to the product they want at retail price?

How Scalpers & Investors Took Over

Since the COVID-19 pandemic, every time a new Pokemon set releases, demand is sky high. Packs fly off shelves at retailers, preorders sell out instantly online, and secondary market prices balloon within hours. While part of this demand is genuine enthusiasm, a huge portion comes from scalpers who deploy bots or stand in line for hours to clear the shelves and resell at inflated prices.

What used to be a hobby with sentimental value has also turned into a serious component of the alternative investments world. Over the long term, Pokemon cards have dramatically outperformed traditional assets. One report says Pokemon cards have seen something like 3,821% return since 2004, compared to ~483% for the S&P 500 in the same timeframe.

How a $10,000 Pokemon investment could appreciate over time per SlabCave

That kind of return has caught the eye of more than just longtime collectors. Millennials, influencers, and investors who usually look at stocks, real estate, or crypto now also see Pokemon cards as part of their portofolio.

Collectors looking to complete sets or simply open new product are forced to pay outrageous markups or simply miss out. Casual players, who just want a few packs to play with friends or kids, often cannot find product at all. What should be a fun and accessible hobby has become a frustrating chase.

The Impact on Collectors and Players

The most obvious impact is price. A booster box or elite trainer box that should cost a set amount ends up doubling or tripling in price on resale sites. For kids and families, this makes Pokemon cards far less approachable. For longtime collectors, it creates stress around every new release. Instead of enjoying the excitement of fresh cards, many feel anxiety about whether they will even have the chance to buy them.

Players also suffer because scalping disrupts the balance between availability and play. When competitive decks require cards that can only realistically be obtained through overpriced singles, it creates a financial barrier that shuts out many from participating. The trading card game is meant to be both competitive and social, yet scarcity driven by scalpers cuts against that spirit.

Why Can’t The Pokemon Company Solve This?

It is puzzling that a company as large as The Pokemon Company cannot get its arms around the issue. They have the resources, the brand power, and the manufacturing capability to address demand, yet time and again we see the same shortages, technical issues, and buying frenzies.

Part of the problem is tied to distribution. Retailers often lack limits on how much a single person can buy, making it easy for scalpers to clear out inventory. Online sales are even more vulnerable, with bots capable of securing hundreds of preorders before human customers have a chance.

Ironically, real fans trying to preorder often get caught up in bot detection systems. Buyers find themselves blocked, flagged, or endlessly refreshing pages while scalpers still manage to get through. The very systems designed to stop abuse end up punishing the people most eager to support the game.

So, what can be done to fix the Pokemon Scalping Problem?

The solutions are not complicated, but they require the company to take a firmer stance. Printing to demand would go a long way. If restocks were frequent and reliable, scalpers would lose much of their leverage because buyers would know more product is on the way.

Retailers could enforce stricter purchase limits both in-store and online, and some, like Target and Barnes & Noble, have done so. While not foolproof, it reduces the ability of a handful of buyers to hoard entire shipments. Partnering with major retailers to effectively crack down on automated purchasing bots would also help level the playing field, but it is equally important to improve preorder systems so that real customers are not wrongly blocked.

And overall, The Pokemon Company could reward dedicated players and collectors directly. Exclusive products for verified organized play participants or members of collector programs would ensure that the most passionate fans have access without competing with mass resellers.

Why It Matters

Scalping and investing may seem like an unavoidable part of modern collecting culture, but Pokemon is too big and too beloved to let it define the hobby. The trading card game has endured for decades because it brings people together. Allowing scalpers and investors to set the tone of each release undermines that community.

The Pokemon Company has shown time and again that it can innovate and adapt. If it applies that same focus to problem-solving, the brand will not only protect its players and collectors but also strengthen the long-term health of the game. Until then, fans are left battling scarcity when they would rather be battling with their cards.