The Pokémon TCG Crisis

The Pokémon trading card game (PTCG) is currently facing a significant crisis, and its soaring popularity may be its biggest enemy. Collectors and fans hoping to snag products from the highly anticipated Prismatic Evolutions special sets are finding it increasingly difficult to do so. The recently announced Journey Together set, set to release in March, sold out in mere seconds during its pre-order phase. The real culprit appears to be a mix of scalpers, bots, and an explosion of interest from new players drawn in by the Pokémon TCG Pocket app. It’s high time The Pokémon Company International took action!

My first inkling of trouble came when the Prismatic Evolutions went up for pre-order on the Pokémon Center website. In both the UK and the U.S., the special set—one that will feature boxed and tinned products throughout 2025 but won’t be sold individually—was listed as “UNAVAILABLE” the moment it hit the store. Shortly after, it was switched to “SOLD OUT,” despite it never being available for purchase.

A similar scenario unfolded just last week with the announcement of the Journey Together set. Clearly, something is amiss.

The Unavailability of New Pokémon TCG Cards

For the past year-and-a-half, I’ve had an alarming habit of refreshing the Pokémon Center pages multiple times a day—a habit that has paid off by allowing me to get the inside scoop on new products. However, this time, I couldn’t get my hands on the special Pokémon Center edition of the Elite Trainer Box (ETB) because they disappeared into thin air just as quickly.

Despite frequent website checks, products like the Journey Together ETB were marked as “UNAVAILABLE” almost instantly after being listed. In previous attempts, I had noticed the 'ADD TO BASKET' button flicker for a split second before the status changed. When I finally managed to click it, I was met with an error message. It’s maddening and underscores the scale of the distribution issues Pokémon is currently facing.

Repeated inquiries to The Pokémon Company have yielded no insightful feedback, only cryptic replies. This lack of transparency only heightens customer frustration.

Scalpers Running Rampant

So, why is this happening? It's hard to say for sure without confirmation from TPCi. Nonetheless, it’s likely the result of scalpers using bots to snatch up products for resale at exorbitant prices. A $60 ETB of Prismatic Evolutions is now fetching around $400 in the resale market, while pre-orders for the Journey Together ETBs are listed on eBay for over $150. What’s particularly shocking is that these items would typically be found in abundance at local card stores or retailers like Target and Walmart.

This perfect storm of issues is making things worse. Prismatic Evolutions is an Eevee-centric set generating a massive buzz, drawing new players into the hobby. Coupled with the popularity of the Pokémon TCG Pocket app, which has attracted millions, the frenzy only escalates. As prices skyrocket, more people try to take advantage, leading to a vicious cycle of scarcity and inflation.

Historically, we've seen this before—first with Pokémon GO in 2016 and then with Logan Paul’s infamous $150,000 purchase of a Base Set Charizard in 2020, which caused a massive spike in interest during lockdowns. Still, both those spikes predominantly affected classic cards, while new sets have remained relatively accessible, until now.

A Game At Risk

The current scenario poses two critical concerns. Firstly, casual collectors and children looking to buy a few packs with their allowance are being shut out, which could severely damage the game’s reputation. Secondly, and perhaps more importantly, the inability to access new cards hampers players' ability to engage with the game meaningfully. Those who regularly meet for tournaments and casual play cannot keep up with the shifting meta without new cards.

Raising Awareness Through YouTube

In an illuminating moment, popular Pokémon YouTuber PokeRev recently addressed these very issues, resonating with many in the community. With almost 3 million subscribers, PokeRev, whose real name is Nick, has a substantial platform. His perspective is vital—he acquires his product as a retailer and opens crates of new cards for his audience. In his latest video, he voiced his guilt over the situation, expressing concern for fans unable to purchase new cards for themselves. He's even committed to donating bulk items to local card shops while giving away many of his products to viewers.

PokeRev’s openness might prompt The Pokémon Company to finally address these growing concerns. After all, when it comes to maintaining customer loyalty, perceptions matter.

If you’re among those frustrated or affected by this scarcity of products, it’s crucial to raise your voice and amplify the issue. Make some noise and let The Pokémon Company know that change is not only desired; it is necessary. The fate of casual collectors and competitors alike hangs in the balance, and hopefully, something will change soon—before the magic of Pokémon TCG fades away.