The Pokémon franchise is celebrating its 30th anniversary with a phenomenon that has transcended mere entertainment: collectible cards have become a prized object of investment and speculation. What began as a children's game has mutated into a market where astronomical sums change hands and where new releases trigger veritable stampedes in stores worldwide.
In Spain, although the epicenter of the biggest sales figures is usually in the United States, the tremor has also been felt. Specialty stores have seen queues multiply and products disappear from the shelves in a matter of hours. The celebration isn't limited to the Trading Card Game (TCG), but also encompasses video games, mobile apps, and all kinds of merchandise.
The 30th anniversary has served as a catalyst for a new wave of releases and collaborations that keep the community on the edge of their seats.
McDonald's joins the party with cards in its Happy Meals
According to information leaked by the website PokéBeach, the fast-food chain McDonald's will once again partner with The Pokémon Company to offer booster packs with its kids' meals. Although the company has not officially confirmed the promotion, all indications are that it will begin on November 5th and run until December 9th in the United States. It is expected that, as in previous promotions, the initiative will eventually reach Spain and other European countries.
Each Happy Meal would include an envelope with four cards : three non-holographic and one holographic. In total, the collection would consist of 15 different cards, six of which would be holographic with a special finish called 'confetti holofoil', which gives the surface a unique shine.
In addition to the envelope, customers could choose between a Pokémon toy, which appears to be a card display stand, or a small book titled 'Pokémon Essential Handbook'. While specific details have not yet been revealed, the promotion is part of the 30th-anniversary celebrations and aims to appeal to both longtime fans and younger ones.
The collaboration between the two brands is not new; they have joined forces on several occasions since 2022, and it has always generated great anticipation.
The Pokémon Pocket TCG gets a refresh with the Mega Deluxe Pack
The Pokémon Pocket TCG mobile app is also undergoing some changes. An update is scheduled for late October 2026, which will modify several features to improve the gameplay experience. Among the new features is the 'Community Decks' function, which will allow players to view decks published by other players and create their own if they have the necessary cards. The current borrow decks will be removed, but players will be able to borrow decks with cards from the latest booster packs and use them without limit in single and versus matches.
Practice matches will be transformed into a new system of one-on-one battles with increasing difficulty. Themed decks and deck missions will also be removed. In addition, the launch celebration Poké Bars will no longer be available, so this will be the last chance to get them.
As for events, there will be something for everyone. Between late September and late October, a mass spawn event will bring out parallel holographic cards, and event missions will allow you to earn shop coupons to exchange for cards. In mid-to-late October, the B4b SP season ranking matches will award more rank points, with a win streak bonus of up to ten and no loss penalty. There will also be a Mega-Garchomp loot event and a magical choice event featuring Charmander and Drampa.
The Mega Deluxe Pack will arrive on Wednesday, September 30th at 03:00 AM CEST. Although not officially confirmed, data mining has revealed that it will include two immersive cards: Pikachu EX and Mega Charizard X EX. In addition, there will be 12 Ultra Rare cards, including Mega Rayquaza EX, Mega Lucario EX, Mega Sceptile EX, Mega Gengar EX, Mega Charizard X EX, Mega Gardevoir EX, Mega Blastoise EX, Mega Charizard Y EX, Mega Venusaur EX, Mega Altaria EX, Mega Gyarados EX, and Mega Blaziken EX. Charizard appears three times, while Pikachu can be obtained for free through login missions starting October 20th.
Speculation and resale: a multi-million dollar business
The Pokémon card market has experienced an unprecedented boom following the pandemic. It revolves around two models: sealed boxes, which are more stable and less volatile, and individual cards, which can reach record prices if they achieve a high authenticity rating. According to experts, sealed products fluctuate less, although there are collections like 'Evolutionary Skies' where boxes are more expensive than individual cards.
A booster pack from the 'Legendary Collection' can be found on specialized websites for almost €5.000, and a Charizard in mint condition from that same edition sold for €90.000. Other coveted collections like 'Skyridge' have booster packs valued at €3.500. The most expensive Pokémon cards are usually those of Charizard, Pikachu, and Mew, although Gengar (€40.000), Zoroark (€34.999), Lugia (€29.500), and Mudkip (€28.500) also stand out.
Authentication and grading of cards is key. Companies like PSA evaluate the condition of cards on a scale of 1 to 10 and can multiply a card's value by 10 or even 100. High demand for this service can extend the wait to two or three months. To check prices, collectors use platforms like Cardmarket, Collectr, or eBay, and even apps like DittoDex to scan cards and estimate their value.
Speculation has led to extreme situations. In the United States, a 72-year-old man was sentenced to one year of probation and 90 days of monitoring for placing a GPS tracker in a delivery driver's car to find out which stores were receiving new shipments of letters and thus get ahead of the competition. The case, which occurred in Ohio, has highlighted the lengths to which some resellers are willing to go.
The phenomenon in Spain and the value of a letter
In Spain, the craze has also taken hold. Stores like Metrópolis Center in Madrid have seen endless queues to get their hands on the 30th Anniversary Elite Trainer Box, a product that sold out in hours. Some customers even camped out overnight to secure one. The box retailed for around €60, but on the resale market, the price has doubled. Weekly card tournaments continue to attract players of all ages, and the collector profile is diversifying: while men aged 20 to 25 predominate, there are increasingly more women and couples becoming enthusiasts.
The value of a card depends on multiple factors: the edition it belongs to, its rarity, its condition, the language, and, of course, the featured Pokémon. Cards in English are usually more valuable, unless a Spanish or Japanese version is particularly hard to find. Certification from a reputable company can significantly increase its price.
FACUA spokesperson Rubén Sánchez believes this phenomenon is not uncommon in the collectibles market: "If there's little supply, it leads to speculation, and buyers can multiply the original price." He rules out illegality as long as there's no deception, although he acknowledges that speculation has shifted from large multinational corporations to ordinary citizens.
The 30th anniversary of Pokémon has unleashed a perfect storm in the collectible card market. Nostalgia, limited editions, and the potential for huge profits have transformed a childhood pastime into a global business. While McDonald's prepares its comeback with card boosters in Happy Meals and the Pokémon Pocket TCG is updated with new immersive and golden cards, the prices of the most coveted cards continue to reach dizzying figures. Speculation, reselling, and even unusual cases like using GPS to track delivery drivers demonstrate that Pokémon mania is more alive than ever. However, it's worth remembering that investing in this market is not without risks and that, above all, it's still a game.
