The Pokémon trading card market has reached up to $15 billion, while blockchain startups seek to innovate trading methods despite liquidity challenges.
The Pokémon trading card market has surged in value, now estimated between $10 billion and $15 billion, as collectors invest heavily in rare cards. Additionally, blockchain startups are exploring ways to digitize these collectibles to improve trading processes, although matching the liquidity of traditional platforms poses a significant challenge.
Rising Popularity Among Collectors
Demand for Pokémon cards is reaching new heights, with collectors eagerly lining up at stores like Costco for the latest releases. A notable sale involved influencer Logan Paul, who auctioned a Pikachu Illustrator card for a record $16.5 million, earning an impressive profit of over $8 million. The buyer, AJ Scaramucci, is the son of financier Anthony Scaramucci.
Major retailers report tremendous growth in trading card sales, with Target experiencing a nearly 70% increase last year and Walmart reporting a 200% surge in online card sales. In response to this trend, these retailers have started imposing purchase limits to curb scalping. eBay, the leading marketplace for trading cards, reported $2.62 billion in sales for 2025.
Interestingly, Pokémon cards have outperformed traditional investments; prices have climbed 28% this year against a 13% rise in the S&P 500 and a significant 29% decline in Bitcoin.
Innovations Through Blockchain
In addressing the inefficiencies of the current trading infrastructure, startups are turning to blockchain technology. ATH Labs, for example, has launched Deadstock, a platform that tokenizes high-grade Pokémon cards on the Arbitrum blockchain. This system allows for ownership transfers without needing to physically move the cards initially.
ATH Labs envisions a future where collectibles can be traded seamlessly, focusing on the trading experience itself. Their partnership with Japan Trading Card Center aims to ensure a consistent supply of high-quality cards, vital for their tokenization model's success.
Liquidity Challenges Remain
Despite these innovations, liquidity remains a critical obstacle. eBay's significant sales volume and established network illustrate the difficulties new platforms face in attracting users. In 2025, eBay handled over $2.62 billion in card sales, highlighting the competitive landscape for market newcomers.
Collectors may prefer traditional platforms due to their familiarity and established buyer-seller ecosystems. However, ATH Labs aims to overcome these preferences by emphasizing reduced fees and immediate access to authenticated cards. Jang, the founder, highlights the necessity of creating a smooth trading experience to draw in collectors who may not fully understand blockchain.
The success of tokenized trading solutions ultimately hinges on their ability to enhance liquidity and user experience in a way that appeals to collectors, challenging the dominance of established platforms like eBay.
