30th Anniversary Pokémon Trading Card Launch Sparks Enormous Queues, 'Ghost Chair' Criticism, and Price Hikes
Pokémon's coveted 30th anniversary trading card set has gone on sale, though its launch has seen some stores jacking up prices, while long lines of customers have camped outside overnight.
High demand and a limited supply have impacted every recent Pokémon card release, but huge attention is being paid to this launch in particular due to its nostalgic re-release of beloved cards, as well as some ultra rare new designs.
Of course, much of this demand is driven by the lucrative resale market, with a quick profit to be made online when flogging unopened boxes or rare individual cards. Some retailers have started to limit individual purchase amounts, or even cut open packaging to destroy cards' resale value. In Japan, facial recognition has even been introduced at some stores. But none of this seems to have stemmed demand, as shoppers have descended on retailers in the hopes of snagging whatever stock they have.
Retailers taking advantage of this include GameStop, which is selling the $49.99 Elite Trainer Box of cards for $169.99, a stunt it has pulled previously. Dick's Sporting Goods, meanwhile, has the same package for a slightly cheaper $119.99 (thanks, Polygon) — still more than double the upfront cost).
Long queues have been spotted this morning in both the U.K. and France, where the cards are now on sale. Numerous fans pitched up tents or slept on camping chairs to keep their spot in the queue:
A huge queue outside The Entertainer in Altrincham this morning as Pokémon fans wait to get their hands on a special release of trading cards marking the game’s 30th birthday.The gentleman in the grey hoodie at the front of the queue had been waiting since 10pm last night -… pic.twitter.com/7R76wsJflF— Altrincham Today (@altrinchamtoday) September 16, 2026
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A huge queue outside The Entertainer in Altrincham this morning as Pokémon fans wait to get their hands on a special release of trading cards marking the game’s 30th birthday.The gentleman in the grey hoodie at the front of the queue had been waiting since 10pm last night -… pic.twitter.com/7R76wsJflF
Depuis 18h40 devant le mag pour les Pokemon 30 ans pic.twitter.com/lZWjGOiXCp— Crisalyx/Thragg cat aaahpicture (@monf76) September 15, 2026
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Depuis 18h40 devant le mag pour les Pokemon 30 ans pic.twitter.com/lZWjGOiXCp
🤣🤣🤣🤣🤣🤣🤣 des gens ont dormis dehors toute une nuit pour être les premiers à avoir des cartes pour les 30 ans de Pokemon 🤣🤣🤣🤣🤣🤣🤣🤣 mais reste chez eux quand y’a des manifs pour le prix de l’essence etc etc pic.twitter.com/ATvBV6Ybwq— ouais c ben (@Benramine_) September 16, 2026
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🤣🤣🤣🤣🤣🤣🤣 des gens ont dormis dehors toute une nuit pour être les premiers à avoir des cartes pour les 30 ans de Pokemon 🤣🤣🤣🤣🤣🤣🤣🤣 mais reste chez eux quand y’a des manifs pour le prix de l’essence etc etc pic.twitter.com/ATvBV6Ybwq
Énorme file d'attente au Cultura de La Defense pour acheter les cartes Pokémon 30 ans.Les premiers clients ont passé la nuit devant le magasin. pic.twitter.com/oe9kwcOcJd— Luc Auffret (@LucAuffret) September 16, 2026
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Énorme file d'attente au Cultura de La Defense pour acheter les cartes Pokémon 30 ans.Les premiers clients ont passé la nuit devant le magasin. pic.twitter.com/oe9kwcOcJd
Colchester Smyths is currently full of people, even camping in the road! This is absurd!!!!!!!!!!! 🤯🤯 @PokemonStockUK pic.twitter.com/xcA3nzgvDQ— Ash (@AshK1007) September 16, 2026
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Colchester Smyths is currently full of people, even camping in the road! This is absurd!!!!!!!!!!! 🤯🤯 @PokemonStockUK pic.twitter.com/xcA3nzgvDQ
On the other side of the Atlantic, lines of fans outside stores began several days ago in some locations. There has also been criticism of people reserving their spot with so-called 'ghost chairs' — essentially leaving a seat in place to mark a spot, days in advance.
The idea here is that you are forming a line of chairs that are then left empty, days before the thing you are actually lining up for. On the one hand, it's a practice that will save a lot of people from several uncomfortable days parked out on the street. On the other, it hardly seems fair to those who do turn up on the day of release to a row of empty seats in front of them.
What happens if you turn up to queue — potentially overnight — and there are already chairs in front? Being there in person, do you get priority over a 'ghost chair' spot reserved by someone who is not? It is situations like these that are likely to prompt the squabbles that often break out during such gatherings ahead of product launches, especially if you've been left grumpy by a night in the cold.
The lines for Pokemon 30th Celebration have started and they're WILD🎥: IG/pokegirlbecca pic.twitter.com/ad6zmD59jY— The Collectibles Guru (@gurucollects) September 15, 2026
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The lines for Pokemon 30th Celebration have started and they're WILD🎥: IG/pokegirlbecca pic.twitter.com/ad6zmD59jY
Pokémon 30th Anniversary x Best Buy More ghost chairs, Best Buy just doesn't care at this point https://t.co/BtaiXmNids pic.twitter.com/m1eXOxRS1A— Reselling News (@resellingnews) September 15, 2026
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Pokémon 30th Anniversary x Best Buy More ghost chairs, Best Buy just doesn't care at this point https://t.co/BtaiXmNids pic.twitter.com/m1eXOxRS1A
Pokémon cards have become a prime target for scalpers and thieves over the past few years due to their soaring popularity and the perceived value of rare cards. New card releases frequently sell out completely, and The Pokémon Company has appeared unable or unwilling to fully keep up with demand — despite a staggering 10 billion cards printed last year alone.
Earlier this week, one millionaire Pokémon collector suggested that the cards will likely be used as currency following a global apocalypse. Looking to start your collection? We've also got a list of the 10 most expensive Pokémon cards of 2026 so far, and a first look at Mega Evolution's Delta Reign expansion, set to release in November this year.