A Pokémon card can be three things at once: a card to play with, a childhood memory, and an illustration you want to own. This is where much of the explanation for Pokémon's popularity lies. The cards have a place even with people who never build a competitive deck.
And the interest in collecting is greater than just the headline-grabbing record sales. During 2025, Pokémon sales in the U.S. toy industry rose by 87 percent, according to Circana. At the same time, annual card production has grown from a few billion to about ten billion cards. How did we end up here—and are there signs that the interest will continue?
Our view: Pokémon has become a collecting hobby where stories, illustrations, nostalgia, and games reinforce each other. Recent sales data show continued strength, but the brand’s success does not mean that every individual card is becoming more valuable.
When did Pokémon start – and when did the cards arrive?
Pokémon began with the Red and Green games for Game Boy in Japan in February 1996. The Japanese card game arrived in October of that same year, while the TV series started in April 1997. For many, Ash and Pikachu were their first encounter with Pokémon, but the games and cards already existed by then.
- 1996 · The games and the cardsRed and Green, as well as the Pokémon Trading Card Game, are launched in Japan.
- 1997–1999 · From Japanese game to international phenomenonThe TV series premieres in Japan in 1997. The games and the series reach the U.S. in 1998, and the English Base Set is launched there in January 1999.
- 2016 · Pokémon Go opens a new doorMobile games make it possible to search for Pokémon in everyday life, even for those who do not play on a console.
- 2020–2021 · The collecting boomCards gain massive attention online. eBay reports strong growth in the trading card market during 2020, with Pokémon as the top category.
- 2024–2026 · Digital collecting and 30th anniversaryPokémon TCG Pocket is launched in 2024. By 2026, it will have been three decades since the first games and cards arrived.
Launches: The Pokémon Company and Pokémon's official product overview. 2020 trading card market: eBay.
Why did Pokémon cards become collectibles and not just a game?
Collecting was part of the very idea. You could find new characters, trade duplicates, and try to fill the gaps in your collection. The cards made that same experience physical: now you could hold your favorite character in your hand and put it in a binder.
The characters meant something before the card was opened
Anyone who had followed Pikachu in the TV series or chosen Charmander in a game needed no explanation as to why such a card was fun to receive. Pokémon had already created a relationship with the characters. The card's gameplay strength became just one of several reasons to want it.
Different versions gave the collection more goals
You can collect a favorite Pokémon, a specific illustrator, an older edition, or cards with a particular theme. Therefore, two cards featuring the same character can fill completely different roles in a collection. For a player, the effect might be most important; for a collector, it could be the image, the edition, or the history behind it.
A good example is Charizard ex from 151. The illustration ties in with Charmander and Charmeleon, creating a little story to collect. You don't need to know the competitive format to appreciate it.
Condition and history made certain copies special
Not all old cards have survived undamaged. When collectors seek a certain edition in fine condition, the supply may be smaller than the number of cards once printed. Therefore, "there are many Pokémon cards" and "this copy is hard to find" are perfectly compatible statements.
This is also why rarity alone is not enough. A rare card still needs to have buyers who want that specific one. Collectible value arises in the meeting between demand, supply, and what makes the card special.
Why are adults returning to Pokémon?
Nostalgia may be the starting point, but it is rarely the whole story. An old binder evokes memories; a new collection goal provides something to continue with. As an adult, you can also seek out cards you never got as a child and choose more consciously what the collection should contain.
In collecting discussions on Elite Fourum, participants describe both the return to old favorites and the interest in new illustrations. These are personal experiences, but they show how the same hobby can change over time: from trading what you happen to have, to building a well-thought-out collection.
The community also plays a role. Cards give people something concrete to talk about, trade, and show off. A collection becomes an ongoing project, with small milestones that do not require owning the most expensive cards.
How demand and card production have evolved
To understand the development, we need to look at more than just an expensive Charizard at auction. Retail sales show what people are spending money on, while production shows how much the company is manufacturing. The two metrics complement each other.