In 2024, global sales of ‘Pokémon’ collectible card game They reached 2.2 billion dollars, with a growth of 25% compared to the previous year. The Pokémon Company increased production up to 10.2 billion letters by 2025. During the pandemic, Logan Paul and other content creators began opening envelopes on videos that reached millions of views. Since then, the fever has not stopped growing, and stores are beginning to propose unusual tests to distinguish genuine buyers from resellers.
This is a test. At the west branch of Ikebukuro, in Tokyo, the specialty store Bic Camera made a decision that would separate the buyers of ‘Pokémon’ trading cards from the scalpers: to buy packs of the latest expansion, Ninja Spinner, you must first beat a written questionnaire of 15 questions about the ‘Pokémon’ universe without a cell phone, without help and in Japanese.
It’s just the beginning. The questionnaire is not the only requirement. Shoppers must have an active loyalty account in the chain, either via app or physical card, allowing staff to spot suspiciously frequent purchases. Additionally, the store applies a limit of one box per customer and removes the seal and outer packaging upon delivery: an opened product loses much of its value on the secondary market, where resellers need the seal intact to inflate prices.
According to X user Ryo Saeba, the system is working: Several resellers failed the test and left without product, since due to the random nature of the questionnaire it cannot be prepared in advance. It is a problem that, however, does not have an easy solution even from The Pokémon Company: if more copies of the most in-demand cards are printed, speculation would be reduced, but competitive play would be affected, as would the feeling of exclusivity of finding a rare card in a pack.
Why Ninja Spinner. The Ninja Spinner expansion is the Japanese version of the western Chaos Rising, scheduled for release on May 22, and which features Mega Greninja ex as the main card. The former Mega Greninja gold card was worth $593 in March and It is now quoted in thousands.. An envelope that costs around 5 euros in the store can be resold for 40 in a matter of hours.
The bad yen. Additionally, there is an additional economic factor that makes the reseller problem more serious: the structural weakness of the yen, combined with the relatively affordable price of the boxes, has made Pokémon cards a common target of foreign buyers and international resellers. Japan-exclusive releases, which include illustrations and finishes not available in other markets, multiply the appeal. Sometimes new items last minutes on shelves before ending up on resale platforms.
How they do it. Professional resellers have tactics to circumvent the control systems that stores establish to give preference to real buyers: they hire several people to wait in line simultaneously, use multiple payment cards and create fake accounts to access online reservations. In October 2025Japanese police arrested two Vietnamese citizens who had created thirty fictitious accounts using fraudulently obtained SIM cards to participate in purchase raffles and obtain dozens of boxes that summer.
Other initiatives. Other Bic Camera branches have adopted measures such as requiring a driver’s license or Japanese tax identification document, which limits purchases to residents. Official Pokémon Center stores also maintain strict unit limits per customer to preserve prices close to the official one. Outside Japan there has also been a lukewarm response to the activity of the scalpersname as resellers are known in the sector: Walmart, for example, introduced a limit of five packs per purchase at the end of 2024 after a video with 12 million views on TikTok showed a scalper emptying a store’s entire display in one trip.
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