Nearly one in five adults bought Pokémon cards for themselves, but only about a quarter actually play the game while most collect or invest. U.S. toy sales rose 6% from January through April, driven by new Pokémon releases and collectible sports trading cards. Retailers report dramatic growth: Walmart Marketplace trading-card sales jumped 200% and Pokémon card sales grew over tenfold year-over-year. Target expects trading-card sales to top $1 billion in 2025, eBay reports ten straight quarters of growth, and StockX shows triple-digit gains for Pokémon and Topps. Retailers and resale platforms are expanding assortments, pre-orders, and partnerships to meet demand.
The big picture: Nearly 1 in 5 adults reported buying Pokémon cards for themselves, though only a quarter actually play the game - most are collecting or investing, per Circana. This is similar to collectability of the bobblehead boom and the recent Labubu toy craze. U.S. toy sales rose 6% from January through April, according to Circana, who attributes the category's growth to new Pokémon releases and collectible sports trading cards.
Zoom in: Walmart Marketplace saw trading card sales soar 200% between February 2024 and June 2025, with Pokémon card sales growing over 10X year over year, the world's largest retailer told Axios. Target officials said Wednesday that trading card sales are up nearly 70% this year and on track to surpass $1 billion in 2025. eBay officials said in July that trading card sales have now surged for 10 straight quarters.
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