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Aoyon Ashraf
2 months, 1 week ago

Pokémon cards are becoming a multibillion dollar asset class. Now crypto wants a piece

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In addition to Costco, other big-box retailers are seeing the Pokémon card frenzy show up in their businesses. Target said that sales of its trading cards were up nearly 70% last year, driven largely by Pokémon, and that it plans to expand store space dedicated to trading cards as part of its growth strategy. Walmart also reported its online marketplace saw 200% jump in trading card sales last year. Both retailers have had to impose purchase limits on trading cards to curb scalping. Meanwhile, eBay, the largest marketplace for these cards, saw $2.62 billion in sales in 2025.

In fact, both the S&P 500 (up about 13%) and bitcoin (down 29%) underperformed this year compared with the value of Pokémon cards (rose 28%).

YTD performance of Pokémon cards, S&P 500 and bitcoin. (CoinDesk)

The hype is part of a broader transformation of trading cards from hobby-store collectibles into a multibillion-dollar market that increasingly resembles an alternative asset class.

Exactly how large this market is hard to pin down, because it has developed through dense, decentralized dealer networks, local card shops and conventions. So the market size varies by methodology and firm, but the rough estimates put the value around $10-$15 billion today. For example, Kovoy VC, which invests in gaming platforms and tech, pegged the value at around $13 billion in 2024, and Mordor Intelligence puts it at around $15 billion in 2026. Meanwhile, TCGCharts estimates that the market cap of every "graded" card is around $10.8 billion today.
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