Overview
- Reports published July 1–2 show GameStop preorders listing an Elite Trainer Box for about $129.99 and an alleged internal sheet showing an Ultra Premium Collection at $599.99, far above typical or circulated suggested prices.
- The Pokémon Company has not published official MSRP for the 30th Celebration line and the circulated GameStop price list has not been independently verified by the retailer.
- Collectors and community leaders publicly condemned the markups, with Serebii creator Joe Merrick calling for adherence to manufacturer pricing and critics saying the listings mimic reseller prices before release.
- Despite the backlash, some buyers have placed preorders to guarantee stock and avoid scalpers or long store queues, with outlets noting GameStop’s policy that customers pay the price posted at the time of order.
- The controversy builds on a long-running pattern of limited supply and scalper-driven secondary markets for Pokémon cards and could push other retailers to raise prices or prompt further calls for stronger supply and anti-scalping measures from The Pokémon Company.