When Pokémon cards made their debut in the late 1990s, few could have predicted the phenomenon they would become, with certain cards now valued in the thousands of dollars, a remarkable increase over the past 25 years. Research indicates that since 2004, some Pokémon cards have yielded an astonishing return on investment exceeding 3,000%, considerably outpacing the growth of the S&P 500 during the same time frame.
Rod Crochiere, owner of Pokémon Trainer Universe in Franklin, Massachusetts, reflected on the cultural shift surrounding these collectibles. “It’s crazy because people bought Pokémon cards as a playable game as kids. You made a $4 to $5 investment on a pack of cards,” he stated. Crochiere highlighted the stark contrast between the initial investment and the current resale value: “Those cards you would pay a couple of dollars for, 25 years later, those cards are thousands of dollars.”
The enduring popularity of Pokémon cards can be attributed not only to the gameplay and tournament competitions but also to the vigorous collecting hobby that fuels interest. The COVID-19 pandemic played a significant role in boosting interest in these cards. According to Crochiere, many people turned to their attics for childhood treasures as they sought activities during lockdown. “At the beginning of the pandemic, the cards were pretty much at their lowest, and at the end of the pandemic, they were at the highest they have ever been,” he noted.
In the collectibles market, card condition is paramount. Professional grading companies evaluate cards on a scale of 1 to 10, with a score of 10 indicating mint condition fetching the highest prices. Crochiere explained the rarity of high-grade cards, mentioning that many individuals did not take adequate care of their collections, resulting in lower grades. “For example, if you have a binder card that a kid kept, it’s maybe going to be a 3 or a 4, or maybe a 5 on a 1-10 grading scale,” he explained.
The influence of social media figures has also had a notable impact on the market. In 2020, popular YouTuber Logan Paul purchased a 1st Edition Charizard card for $150,000, a move that underscored the collectible’s status. “Influencers and streaming celebrities can make the value of a certain card temporarily shoot up just from their video content,” Crochiere remarked. He observed that viewers are often inspired to seek out specific cards showcased in such content, hoping to recreate the excitement.
At Crochiere’s shop, sealed packs of cards from the late 1990s are available for sale, with some priced in the thousands. Collectors purchase these packs, hoping to unveil rare and preserved cards. Crochiere described an unusual yet common practice among collectors: weighing the packs to assess their potential value. “When you weigh packs, it will tell you if it’s a good pack or a bad pack,” he explained. He noted that holographic cards—characterized by their shiny artwork—are particularly sought after and can significantly contribute to the overall weight of a pack. “The cards that were holographic were originally the desirable cards because they are shiny, and people just like shiny cardboard,” he added.
In today’s market, some of these holographic cards hold extraordinary value, with some collectors even using their sale proceeds as a down payment on a home. The phenomenon that began as a childhood pastime has transformed into a lucrative investment landscape, perpetuated by nostalgia and the thrill of the hunt.
