Target is moving Pokémon trading card displays to larger, more prominent areas near electronics in some US stores, increasing the amount of stock available and making products less likely to sell out immediately. The change could improve access for ordinary buyers and may help Target cope with strong demand ahead of Pokémon’s 30th-anniversary card set.

The expansion follows The Pokémon Company’s acquisition deal with distributor Excell, while Target’s TCG sales reportedly rose 70% year on year to more than $1 billion. Availability may also reflect weaker summer demand for newer sets, so it is unclear whether supply will meet demand for anniversary products; an Ultra Premium Collection is already being resold for up to $770, hundreds above its recommended price.