Pokémon fans face soaring prices as scalpers chase sought-after cards

Pokémon cards have become much harder for fans to buy as intense demand and reselling push prices up. Collectors say buyers motivated by profit, including people drawn in by crypto-like hype, are helping turn releases into a race against scalpers and pricing some fans out.

At a central London shop, more than 120 people queued for a £49.99 Delta Reign elite trainer box, with some arriving hours before opening. The store limited purchases to one per customer and unsealed products to deter reselling; other retailers use online sales and invite-only systems to curb bots. Pokémon produces about 10 billion cards a year, but demand still exceeds supply for sought-after sets. A fandom strategist says single packs, card marketplaces and local league events can offer parents more accessible options.