Pokémon 30th anniversary trading cards: long lines and higher prices at launch

• According to reports, fans in the UK and France were already lining up overnight, sometimes from 10:00 p.m. or earlier.
• Some retailers are charging above MSRP, with reports of an Elite Trainer Box priced at $49.99 being sold for $169.99 at GameStop and $119.99 at Dick’s Sporting Goods.

What happened

The launch of the Pokémon 30th Anniversary Trading Cards reportedly led to major crowds at stores right away. IGN says the set went on sale and demand was instantly high, helped by a mix of nostalgia for reissued cards and a few rare new designs. The publication also points to the resale market as a major factor behind the interest.

Alongside the rush, there have been reports of price increases at some retailers. In the IGN article, GameStop is said to be selling an Elite Trainer Box with an MSRP of $49.99 for $169.99, while Dick’s Sporting Goods is reportedly offering the same product for $119.99. That suggests pricing can vary significantly by store and region.

Social posts from the UK and France show the launch also led to overnight queues locally. At The Entertainer in Altrincham, a large line was reported on September 16, 2026, with one person said to have been waiting since 10:00 p.m. the previous evening. A French post described similar scenes at Cultura de La Défense, where the first customers were said to have spent the night outside the store.

Background

According to IGN, some retailers are trying to limit resale by setting purchase limits or destroying packaging. In Japan, some stores are also said to have introduced facial recognition, though the source text does not name specific chains. The exact scope of these measures is therefore unclear.