This week marks the 30th anniversary of Pokémon, the Japanese franchise that has grown into a global phenomenon since its debut in 1996. Among the many facets of the brand, Pokémon trading cards have seen a significant surge in value, with rare cards commanding prices in the tens of thousands of pounds, and some reaching into the millions.

The rising prices have been driven in part by record-breaking sales. In February, a Pikachu card—one of the most recognizable characters in the franchise—sold at auction for $16.4 million (£12.2 million). The card was sold by social media influencer Logan Paul, who had purchased it in 2021 for $5.2 million (£3.9 million), marking a return of more than 200 percent.

Collectors and enthusiasts are encouraged to revisit old collections, as the earliest cards tend to be the most valuable due to their relative rarity. Will Holmes, a 25-year-old Pokémon card collector from south London, noted that the anniversary might prompt many to search through forgotten stashes of cards, potentially uncovering valuable items.

Pokémon began as a pair of video games for Nintendo’s Game Boy in 1996 before expanding to trading cards later that year in Japan. The cards initially appeared as promotions inside manga comics, with official expansion packs following. The game featured battles between 60 different characters with unique powers, but the cards soon gained popularity more as collectible items than game pieces. The franchise’s global breakthrough occurred in 1999 with the release of a 102-card set in the United States, promoting the catchphrase, “Gotta catch ’em all!”

Rarity indicators on the cards include symbols such as circles for common cards, diamonds for uncommon, stars for rare, and white or gold stars for ultra-rare cards. These indicators, along with the card’s condition, heavily influence value. Grading services, such as those provided by Professional Sports Authenticator (PSA), verify the condition of cards—a process that can substantially increase prices. The record-selling Pikachu card, for example, received a “gem mint” PSA grade of 10, indicating near-perfect condition.

In the UK, Pokémon cards first appeared in 1999, with “booster packs” costing between £1.50 and £2. Today, unopened packs from those early releases can be worth up to £10,000. Packs typically contain a mix of common, uncommon, energy, and rare cards, with the rare “foil” or holographic cards being the most sought after. A first edition Charizard card in mint condition, for instance, can fetch as much as £400,000.

The anniversary has prompted Pokémon to release new card sets, with an initial five-pack launching at £6.95. Additional products, including “Mega Evolution” packs and collectible tins, are expected in the coming months.

For those navigating the market, enthusiasts recommend leveraging online communities and resources. Aytan Cohen, a 22-year-old Pokémon fan from Epping, Essex, advises newcomers to consult YouTube tutorials and social media groups on platforms like Facebook and Instagram to distinguish real cards from fakes. Cohen also cautions that most cards hold little value—roughly 80 percent may be worth only a few pence—and that resellers may offer less than full market price, often about 70 percent.

Online marketplaces like eBay have tools to aid sellers by scanning cards and providing estimated values based on recent sales. However, cards suspected of being rare or valuable should be professionally graded to maximize their sale price. Cohen plans to join the queues for the latest releases, underscoring the enduring enthusiasm surrounding the franchise three decades on.