Pokémon card collecting has been increasingly reshaped by influencers and resellers seeking profit, turning a hobby into a highly competitive online market. The controversy intensified after creator Natalie Roush displayed unreleased premium boxes, while the launch of the 30th Celebration set prompted queues, overnight camping and widespread frustration over scarce stock and inflated resale prices.

Automated purchasing bots and stock-alert tools allow resellers to acquire large quantities before ordinary fans can buy them, then sell the products above the manufacturer’s suggested retail price. The growth of this market has also led to confrontations and alleged criminal behaviour, including the arrest of a 72-year-old man accused of tracking a delivery worker; reseller communities such as Polar Chefs charge subscriptions of up to $660 annually or $75 monthly for tools and services.