Once indifferent to the world of Pokémon, Tiffany Britton has become a passionate collector, thanks to her husband Harry Britton’s enduring enthusiasm for the Pokémon Trading Card Game. Since its U.S. debut in 1999, Harry has been an avid fan, and his interest eventually sparked Tiffany’s own collection journey.
“Then he had some packs to open and then I noticed like, ‘Hey these are actually different cards.’ So then I found I was like, ‘Oh, I’m going to start a set,'” Tiffany shared.
Having amassed a collection of her beloved Pokémon 151 cards over the years, Tiffany appreciates their design, which pays tribute to the original cards while offering a fresh perspective. “They look very similar, but then they have a new twist on the illustrations,” she noted.
At the Arizona State Card Show in March 2025, Pokémon cards took center stage, even as the event largely focused on sports cards. Enthusiasts, including vendors in vibrant Pikachu shirts, displayed their collections at numerous tables.
The resurgence of Pokémon nostalgia, particularly among millennials who grew up with these Japanese trading cards, has fueled a thriving market where vendors can profit from their hobby. “Old heads like me back when the Pokémon game and the show came out in the ’90s, so we have people 30, 40 (years old) that were into it then,” Harry explained. “Now they have jobs and can spend money on it so that’s where the market built from there.”
The Pokémon card craze has intensified since the COVID-19 pandemic, as people sought at-home activities. This boost in popularity has been evident in the rise of online play and virtual communities. “You can play these games without having to be in person,” said vendor Richard Widmar. “You can go online. You can do Discord. You can do anything that’s like virtual and people wanted things to collect.”
Josh Sandoval is one such vendor who witnessed this surge firsthand. Influenced by YouTube videos, he transitioned from a casual collector to a vendor, traveling from Orange County, California, to participate in the Arizona event. “I just started thinking like, ‘Oh, I have some of those cards,'” Sandoval recalled. “So I started looking at it and from there, one thing snowballed into another.”
The financial incentives for vendors are considerable, with table fees at the Arizona show ranging from $275 to $1,100. While standard packs might sell for under $5, profits primarily come from graded cards, which are highly sought after by collectors.
“We do appreciate the cards, we love the selling. It’s really cool to be a part of people’s collections whether they’re looking for an investment, they’re looking for a particular card or set,” Tiffany said.
Graded cards, which are evaluated on a scale of one to 10 based on condition, are especially popular. According to a ParseHub analysis, most cards sell for an average of $20.19 on eBay, although prices can vary widely depending on rarity and condition.
Despite the reasonable average price, certain cards command high prices, such as the Umbreon ex #161 card, which can sell for as much as $3,150.89 when graded at 10. Prices for Pokémon cards are highest in Japan, averaging $93.73 on eBay, while the U.S. accounts for the majority of sales but at a lower average price of $66.46.
Vendors like Josh Kohlbecker entered the market for practical reasons. “I really needed to make space in my house and started going to tables after meeting a couple of friends,” Kohlbecker said.
The primary market for these collectibles includes adults who fondly remember their childhood Pokémon experiences. As these collectors start families, they introduce the next generation to the hobby, ensuring its continued growth. “The way people are having kids back and forth, it feels like they’re pulling their kids into the hobby too,” Kohlbecker observed.
For more stories from Cronkite News, visit cronkitenews.azpbs.org.
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