In February 1996, Pocket Monsters: Red and Pocket Monsters: Green debuted in Japan for the Game Boy console. The games were the brainchild of Satoshi Tajiri, a young programmer with a passion for insects and nature, and artist Ken Sugimori. They pitched the concept to Nintendo: a universe of creatures capable of manipulating elements like earth, sea, air, and fire, alongside extraordinary physical and psychic abilities. The idea, which would become known as Pokémon, quickly gained traction, and three decades later, it’s a global cultural phenomenon generating billions in revenue across industries and among collectors.
The two initial games not only saved Game Freak – Tajiri and Sugimori’s company – from bankruptcy but also revitalized Nintendo and its Game Boy handheld console. By 1999, Pokémon fever had reached the Western Hemisphere with the release of Pokémon Blue, Pokémon Yellow, Pokémon Gold, and Pokémon Silver, accompanied by animated series, films, toys, and trading cards. This marked a turning point in the gaming industry, demonstrating the power of cross-platform entertainment.
From Children’s Game to High-Value Merchandise
The franchise’s success led to the creation of The Pokémon Company, uniting Game Freak, Nintendo, and Creatures to position the brand. Since then, it has generated $150.7 billion in revenue, surpassing franchises like Star Wars and Harry Potter, according to an audit verified by PwC Tokyo. The enduring popularity of Pokémon highlights the potential for intellectual property to transcend generations and mediums.
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Among the various Pokémon items, the trading cards (TCG) introduced a fresh form of entertainment: inspired by Ash and Pikachu’s journey, fans could build their own teams and immerse themselves in battles, aspiring to become Pokémon masters.
Pokémon, since its launch, has become a cultural and multi-million dollar phenomenon in collecting. According to The Pokémon Company, it has generated US$105.7 billion in revenue since its creation. Photo: diffusion / Game Skinny
These Pokémon cards are categorized as common, uncommon, rare, and holographic, with subcategories including Ultra Rare (EX, GC, V, etc.), Full Art, and Illustration Rare. Specialized platforms like ZenMarket and Goldin report that individual cards can range from fractions of a cent to between $150 and $300, depending on rarity – for example, a Southern Islands set.
More exclusive auctions see 10-card packages like Pokémon Japanese XY/Sun selling for over $55,000, and cards like the Pikachu Illustrator exceeding $770,000. The Guinness World Record is held by influencer Logan Paul, who sold this card for $16,492,000 at a Goldin auction. The soaring prices demonstrate the growing market for collectible cards and the power of nostalgia.
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Nostalgia Fuels Pokémon Card Market
Jorge Luis Ojeda, a Business professor at UPC, told Gestión that the most valuable Pokémon cards now function as collectibles with limited supply, as many are from first editions or very limited promotional runs.
“When you have thousands of collectors competing for a few available units, the price inevitably rises. The value of certain Pokémon cards responds to a combination of extreme scarcity, global demand, and cultural narrative,” he explained.
José Ruidías, a Marketing specialist at Pacífico Business School, argues that beyond the financial logic, emotional factors and nostalgia are essential drivers of the market because much of the buying public grew up with Pokémon in the 1990s and early 2000s.
Ash, Charmander, Pikachu, Squirtle, and Bulbasaur, iconic Pokémon characters, celebrated 30 years in February. Photo: capture / Pokémon
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“These are people who played these cards in school and now have the financial capacity to buy them. There’s a mix of emotional and financial demand, combined with variables like rarity, history, narrative, and the desire to obtain first editions or limited runs, which are historical pieces for collectors,” he adds.
Logan Paul made history by selling a Pokémon Pikachu Illustrator card for over $16.4 million. (Photo: @loganpaul / Instagram)
To both specialists, Pokémon collectible cards are similar to other assets like art, luxury watches, or classic cars, and with digitalization, auction houses understand no boundaries and can be found at the click of a button. Their relatively high liquidity and low storage costs facilitate global trade.
“Social media and streaming amplify the collector phenomenon, which increases speculative demand and the interest of new participants in this market,” Ojeda adds.
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Ruidías recognizes that many people are willing to pay hundreds of dollars knowing that Pokémon cards, depending on rarity and care, will increase in value as an asset over time.
“You’ll see assets whose value is difficult to explain solely by their material utility, as also happens with cryptocurrencies, which depend on the confidence of buyers,” he concludes.
