Pokémon’s latest 30th anniversary drop with Target flew off the shelves, and resellers are cashing in.
The franchise collaborated with Target on a limited-edition drop of about 65 items, which were released in stores on Saturday and online on Sunday. Much of the collection of apparel, accessories, and food — including special edition Pop-Tarts — quickly sold out, and some items are reselling on sites like eBay for well above retail. Some are listed for hundreds more.
It’s a sign of how massive the Pokémon craze has become. It skyrocketed to the world’s No. 1 toy property in 2025 and generated $2.5 billion in US sales, according to market research firm Circana. More than a trading card game, many collectors of all ages see it as an investment opportunity.
Reseller Jack Thomas, 25, said his connection to Pokémon is mostly business. He keeps his ear to the ground about limited-edition drops of collectibles in the hopes of gaining a profit by reselling the items. Thomas told Business Insider that he didn’t expect this one to pop off as it has, but the limited quantities available made the items harder to get.
“The demand was just crazy,” Thomas said.
He said his local Target limited the number of pullovers each shopper could buy. He arrived at the store about an hour before opening, and about 30 other people were in line.
“The good stuff didn’t last long,” Thomas said.
He has since made bank by reselling a blue pullover that originally retailed for around $130. He managed to get his hands on 20 of the tops with the help of some friends and has sold 19 so far for about $300 a piece.
His $3,000 investment has made him over $6,000 in a matter of days, and he credits FOMO, or the fear of missing out, as a reason for the wild interest in the drop.
Resellers on eBay have also listed a $3.99 box of Pop-Tarts featuring Pikachu for $17. Tumbler cups that sold for $10 at Target are $17 or more on eBay.
The products themselves aren’t the only hot commodities. On the Target subreddit, users posted bare shelves where Pokémon-themed display cutouts — not officially for sale — once hung. Business Insider found at least one listing of a display for sale on eBay for $700 on Tuesday.
Target has another release of about 40 more Pokémon items planned for June 6.
If you want to get your hands on Pikachu Pop-Tarts, act fast or pay the price.
