Pokémon as an investment: how good are Pokémon cards as a store of value?

Collecting or investing? Why Pokémon cards are in demand as an investment

Pokémon celebrates its 30th anniversary in 2026. The generation that grew up with the first cards has purchasing power today, and new fans join with every game and every series. Nostalgia meets worldwide demand, and that drives the prices of rare cards.

Record sales in particular make the headlines: in February 2026 the only Pikachu Illustrator in PSA 10 was auctioned at Goldin Auctions for 16,492,000 US dollars. According to Guinness World Records it is thus the most expensive Pokémon card ever auctioned (Antique Trader). Prices like these are the absolute exception, though. Which cards are otherwise among the most expensive is shown in What is the most expensive Pokémon card in the world?

The difference between collecting and investing matters. Anyone who collects buys for pleasure and accepts price swings. Anyone who invests expects a return. Pokémon cards, however, pay neither interest nor a dividend: you only earn money if you later sell at a higher price than you paid.

Which Pokémon products qualify as an investment?

Not every Pokémon card is suitable as an investment. Most cards from a booster are printed in huge quantities and stay cheap. Three groups are interesting, and they differ clearly in entry price, risk and effort.

Single cards (raw)

Collectors use “raw” for cards without grading, that is without the assessment and the protective case of a grading company. The entry price is low and the choice is enormous. In return, the value depends heavily on the condition, and everyone judges that a little differently. Even a small scratch or a white edge pushes the price down. How to determine the value of a card is explained in What is my Pokémon card worth?

Graded cards: PSA and CGC

With grading, an independent company such as PSA or CGC checks the authenticity and the condition of a card, awards a grade from 1 to 10 and seals it in a hard plastic case, the so-called slab. A card in PSA 10 often achieves a multiple of the same card in PSA 8. For investors this has two advantages: the condition is documented, and the card is better protected against damage and counterfeits.

Grading does cost time and money, though. Through AMAZINGTOYS® PSA grading currently costs CHF 125 per card, plus any surcharges from PSA, and PSA needs at least 120 to 180 working days (as of September 2026, PSA Grading at AMAZINGTOYS®). It is therefore worthwhile above all for cards that are worth considerably more in top condition.

Sealed products: displays, Elite Trainer Boxes and special boxes

Sealed means in its original packaging, so never opened. This includes booster displays, Elite Trainer Boxes and special collections. As long as a set is on sale, there is enough supply. Once it is no longer produced and collectors open their boxes, supply falls. One example is the Call of Legends Booster Display from 2011, which today is among the most expensive sealed products.

Sealed is easy to understand, but it takes space and the right storage. Damaged film or dented corners reduce the value. On top of that, authenticity is harder to check, because there are boxes that have been closed again afterwards, so-called resealed products.

The three product types compared:

Vintage, modern, Japanese or English: which sets and cards are in demand?

There is no reliable list of which cards will rise in value. Anyone who promises you one usually wants to sell you something. There are, however, features that cards and products in demand have in common:

• Popular Pokémon: Charizard, Pikachu, Rayquaza, Mew and the Eevee evolutions have been particularly sought after for years.
• Small print run: Promo cards, tournament prizes and old sets were printed far more rarely than today's expansions.
• No reprints: If a set is reprinted, supply grows and prices can fall.
• Special artwork: Illustration Rares, Alternate Arts and Gold Stars are especially popular with collectors.
• Top condition: The higher the grading score, the rarer and more expensive the same card becomes.

Vintage cards

Cards from the first years, for example from the Base Set of 1999 or the Team Rocket and Neo sets, are the classics among collector's items. The 1st Edition, recognisable by a small stamp on the card, is particularly sought after. Because many of these cards were played back then and not protected, well-preserved copies are rare.

Modern cards and sets

Every year new sets bring out popular cards. Some of them rise sharply after release, others fall again as soon as demand eases or the set is reprinted. One example of a modern set with high demand is Evolving Skies from 2021 with the coveted Eevee evolutions.

Japanese or English?

Japanese cards are released earlier, are often considered particularly cleanly produced and have their own promos that do not exist in English. English cards, on the other hand, have the bigger market, because they are collected and played worldwide. Both languages can be in demand; what matters is the individual card and its rarity. Sought-after Japanese promos are, for example, the Poncho-Wearing Pikachu cards from the Japanese Pokémon Centers.

Valuable and popular pieces from our range. The prices are variable and can change at any time:

You will find more on rare cards in Rare Pokémon cards and in our overview of the Pokémon rarity levels.

Opportunities: what speaks for Pokémon cards as an investment

• Large, worldwide demand: Pokémon is one of the most successful brands in the world, and new generations grow up with the cards.
• Scarcity of old and rare cards: vintage cards and promos in good condition cannot be reproduced.
• Tangible value: you own a real object that you can look at, show and enjoy.
• Enjoying the hobby: even if the value does not rise, you are left with a collection that means something to you.

Risks: what you should know before buying

Where high profits are possible, there are also high risks. You should know these before you put larger amounts into Pokémon cards.

Hype, bubbles and reprints

During the pandemic, trading cards saw a boom. In March 2021 so many cards were submitted to PSA that the company temporarily stopped several service levels (Sports Collectors Digest). In 2026 too, demand is so high that PSA has paused the cheaper value levels. After phases like these many prices fall again, especially for modern products.

On top of that come reprints: in January 2025 The Pokémon Company announced that it would print more products of the much sought-after set Prismatic Evolutions as quickly as possible (PokéBeach). More supply is good for collectors, but for investors it often means lower prices.

Condition, storage and counterfeits

The condition determines the price. Moisture, light, pressure and unsuitable sleeves can damage cards and packaging, which is why proper storage is part of the investment (Storing Pokémon cards properly). The more expensive a product is, the more likely it is to be counterfeited. Buy valuable cards only from trustworthy dealers or graded, and get to know the typical signs of counterfeits: How to spot fake Pokémon cards.

Liquidity and selling costs

You sell a share with one click at the current price. A trading card first has to be offered to the right buyers, and with expensive pieces there are only a few interested parties. Anyone who has to sell quickly often sells below market value. Dealers pay less on buyback than the selling price in the shop, because they carry the risk, the stock and the effort, and marketplaces and auction houses charge fees.

No income, no guarantee

Pokémon cards generate no ongoing income. The only profit arises on sale, and nobody can guarantee that demand will still be as high in ten years. Past rises in value are no guarantee for the future.

What does the investment really cost?

Many people only reckon with the purchase price. An honest calculation includes these costs as well:

• Difference between buying and selling price: You buy at the retail price and later usually sell lower to a dealer, or with fees through a marketplace.
• Grading: through AMAZINGTOYS® currently CHF 125 per card plus any surcharges from PSA, with a waiting time of at least 120 to 180 working days.
• Accessories and storage: Sleeves, Toploaders, protective boxes and a dry, dark place.
• Shipping and insurance: Expensive items should only be sent insured.
• Import: Buying abroad adds VAT, customs duty and fees (more on this further down).

You only earn money once the value exceeds all of these costs. With inexpensive cards that is often not the case.

How to go about it: 7 rules for collectors with an eye on investment

• 1. Only use spare money: Invest only amounts that you will not need for many years and could lose in the worst case.
• 2. Collect what you like: If the market falls, you are still left with a collection that gives you pleasure.
• 3. Quality before quantity: A sought-after card in top condition is often the better choice than many average cards.
• 4. Check real selling prices: Compare prices actually achieved instead of asking prices, for example with the tools from our guide Determining the value of Pokémon cards.
• 5. Keep your receipts: Purchase receipts, grading certificates and photos help with resale and with insurance.
• 6. Store them properly: Protect cards and boxes from light, moisture and pressure.
• 7. Plan your exit: Think about how and where you would sell later while you are still buying.

Selling on: the routes and what they cost

Sooner or later you may want to sell. The most important routes at a glance:

• Buyback at a dealer: fast and safe, but below the shop price. At the AMAZINGTOYS® Store in Zurich, Thomas values collections and expensive single cards in person on selected Saturdays and pays cash or trades them against products (Buyback at AMAZINGTOYS®).
• Marketplaces such as Cardmarket: often higher prices, but with fees, the effort of photos and shipping and the risk of complaints.
• Auctions: for particularly rare pieces, with fees for sellers and often for buyers too.
• Collectors' fairs and swapping: personal and without shipping, but with limited reach.

Switzerland: taxes, customs and insurance

There are a few particularities for collectors in Switzerland. The following points are general information and not tax or legal advice.

Taxes

Capital gains from the sale of private assets are in principle tax-free in Switzerland; for federal tax this is set out in Art. 16 Abs. 3 DBG. Anyone who buys and sells systematically and on a large scale, however, can count as a professional dealer, and then the profits are taxable as income. Valuable collections may also have to be declared as assets. With larger holdings it is worth asking a tax specialist for advice.

Customs and VAT when buying abroad

If you order cards or boxes abroad, import VAT of 8.1% is due. Tax amounts up to CHF 5 are not levied, which corresponds to a taxable base of CHF 62. On top of that come customs duties by weight and the fees charged by the post office or the courier service for customs clearance (BAZG). Include these costs when you compare prices.

Insurance

A valuable collection is often only covered up to a certain sum by household contents insurance. Ask your insurer whether additional cover for valuables makes sense, and document your collection with photos and receipts.

Conclusion: a hobby with value potential, not a replacement for a savings plan

Pokémon cards can be an exciting addition, especially graded top cards, sought-after vintage pieces and sealed products in their original packaging. But they remain a speculative physical asset without ongoing income, and with costs and risks. Anyone who collects with pleasure, gets well informed and only uses spare money has the best chance that the collection will also pay off financially. Cards do not replace a broadly diversified savings plan, though.

Frequently asked questions