Everything old is new again — and on playgrounds across America, that means Pokémon cards are back.
Pokémon was the No. 1 toy property globally last year, generating $2.5 billion in the US, up 87% from 2024, according to a report from market research firm Circana. As of the end of last year, collectible card games were the most-purchased secondhand product category for American Gen Zers on eBay, the e-commerce company said.
Most children’s hobbies don’t involve products that can cost as much as a Rolex, so the pressure is on for parents to figure out how to navigate this complex marketplace.
If a parent were a collector themselves, that can help. But plenty of parents come in blank, with no idea of the difference between a Charizard and a Charmander, or an Elite Trader Box (more on that later) and a Booster Bundle.
“You probably think to yourself, what is my child getting into right now and how do I have them approach it in a healthy, responsible way,” Matthew Winkelreid, the owner of Bleecker Trading, a collectibles store and event space with two Manhattan locations, told Business Insider. “You can get overwhelmed by the sheer volume of information.”
While you may well be surprised with what your eight-year-old has picked up on at school, it doesn’t hurt to educate yourself a little bit on what has the potential to be an expensive — or lucrative — hobby.
Here are three things to consider before diving headfirst into your child’s Pokémon obsession.
Understand your budget
“My first question is, what’s your price point?” Winkelreid said.
Pokémon products have an expansive price range. One 2.5 by 3.5-inch card can cost $1, another — which may look identical to an unwitting parent — can cost six figures.
So going in with a clear idea of how much you want to spend is key.
If your kid did well in school and you want to reward them, maybe choose a $15 Tin, which contains two packs of 10 trading cards each. If it’s a big birthday, then maybe you splurge on a $125 Eliter Trader Box with nine packs, a promo card, sleeves, top loaders, and energy cards.
(For the uninitiated, Pokémon cards come in packs; part of the thrill is buying a pack to see if it contains a very valuable card, in terms of rarity or market value.)
It’s easy to spend a lot on the hobby, but there are options at every price point, so set that limit before you start shopping.
Understand what your child likes to collect
The majority of kids see Pokémon cards as collectibles rather than a game, Winkelreid said, and, as with any collectible, people have different interests. Some collect specific characters, some want a master set, some just like to rip packs.
Knowing what your child is looking for can direct your purchase, so you don’t blow their birthday budget on a pack they have no interest in.
And don’t underestimate kids’ ability to know real from fake. Sure, you can buy them plenty of cards on Amazon for a fraction of the price of an accredited retailer, but buyer beware.
“Go to a verified card store,” he said. If you can’t go to Bleeker trading, he suggests a known retailer. “Target, a big box store — do it in person rather than do it through Amazon.”
Understand the market
It’s not just about how much you are willing to spend, but also about spending in a smart way.
“Every card has an inherent value, whether it’s 50 cents or $500,” Winkelreid said.
Before buying a card secondhand, research its value to make sure you’re getting a fair price. Just like with stocks, there are websites that track market value, including Card Ladder, which pulls data from eBay to monitor specific transactions, and TCGplayer, a large marketplace that reflects real-time market value.
If your kid ends up with a valuable card, there are some best practices.
Winkelreid suggests educating your kids on how to store the products — putting cards in plastic sleeves and toploaders — and how to make fair trades. Don’t swap a Mew worth $500 for a Snorlax worth $50 just because you like the color, and if you are the one with the Snorlax, don’t take advantage of someone on the playground who doesn’t know how much their Mew is worth.
And if you have any doubt, talk to one of the many non-kid experts.
“Go to a local store. You have no idea what you’re getting yourself into without getting eyeballs on it,” he said. “Bonus points if you get involved.”
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