Nintendo Responds to Pokémon TCG Scalping as Card Shortage Worsens

The ongoing Pokémon card shortage has turned into a major pain point for collectors, players, and even retailers, and Nintendo says it’s keeping a close eye on the problem. It’s hard to spend any time near the Pokémon Trading Card Game (TCG) without running into fresh complaints about scalpers and resellers sweeping up stock faster than normal fans can buy it at retail.

While the Pokemon TCG has long been a hit, demand has surged even more over the past few years. Rare Pokémon cards have become highly sought-after collectibles, and new expansions often sell out within minutes. That level of demand has helped fuel widespread scalping, leaving everyday shoppers struggling to find products at their intended prices—despite The Pokemon Company ramping up production of Pokémon cards in recent years.

A Pokémon TCG player recently spotted what appeared to be a “scalper stash” of hard-to-find card packs from the Journey Together set at Target.

Nintendo President Responds to Scalping Concerns

Nintendo President Shuntaro Furukawa has now addressed Pokémon card scalping more directly, explaining that Nintendo is working with The Pokemon Company to help ensure cards end up with actual players rather than resellers. Speaking at Nintendo’s most recent annual shareholders meeting, Furukawa acknowledged fan concerns after being asked how the company plans to make it easier for customers to purchase Pokémon cards “with peace of mind.”

In that same discussion, Furukawa said Nintendo continues to collaborate with The Pokemon Company on ways to improve product delivery for consumers, while also pointing to anti-scalping steps that are already in motion. He also shared the following statement:

“Nintendo also communicates with The Pokémon Company as needed to discuss appropriate ways to deliver products to consumers. We believe that The Pokémon Company will continue to take measures to respond to this issue.”

What Nintendo Says Could Help

The measures being discussed around discouraging scalpers span a few different angles, including both retail and platform-level changes. While it’s still unclear how quickly players will feel the results—because the problem isn’t always limited to individual bad actors or bots—the proposed tactics include:

• Closer coordination with online marketplaces to reduce scalper advantages.
• More made-to-order style sales to limit the “buy everything instantly” behavior.
• Use of government-issued IDs in some situations, with Japan-style lotteries referenced as an example.
• Additional anti-scalping measures beyond what’s already being attempted.

The comments land while the Pokémon TCG is drawing attention again for other reasons. GameStop has recently faced backlash after listing multiple upcoming Pokémon TCG: 30th Celebration products at prices that are well above suggested retail pricing.

GameStop Pricing Sparks New Backlash

Among the reported listings were a $600 Ultra-Premium Collection that’s marked against a stated $180 MSRP, a $130 Elite Trainer Box, and several premium collection boxes priced significantly higher than the asking price fans expected. GameStop has not made a public statement about the reported numbers, but the controversy has added to the ongoing frustration collectors feel about how difficult—and expensive—it can be to build a Pokémon card collection.

Identify the cover art while scratching off as little foil as possible.

Nintendo’s latest remarks also suggest the company understands that simply printing more cards won’t automatically fix the issue by itself. At minimum, Nintendo and The Pokemon Company appear to be considering a wider set of approaches to reduce scalping pressure across the Pokémon TCG ecosystem. Whether these efforts are enough to change day-to-day purchasing for fans remains to be seen, but for Pokémon players hoping to buy upcoming sets at retail price, it’s one of the most direct acknowledgments yet that the problem has reached leadership-level attention at Nintendo.