It’s time to take a trip down nerd alley and discuss Pokémon cards. Many of you that have followed along for a while know that I am big into collecting and playing Warhammer, but I have an even deeper, darker, secret in that I have been collecting Pokémon cards on and off since the late 90’s.

What started for many of us as a childhood hobby has become something very different in the United States and around the world. Collecting Pokémon cards today is intensely competitive. New product sells out almost instantly, shelves are often empty, and secondary market prices can jump overnight. What was once a casual pastime has, in many ways, turned into a high-speed market fueled by nostalgia, scarcity, and a growing collector base that spans generations. During my recent trip to the U.S. I didn’t see any cards for sale at a single big box retailer during my entire visit, as they had all been scooped up by scalpers. Local card shops did sell some products, but typically with a 20% or higher mark up.

What’s especially interesting is how some cards and sealed collections have performed financially. Certain vintage cards, Japanese exclusives, and well-preserved sealed products have outperformed the stock market over comparable periods. That doesn’t mean Pokémon cards should replace a retirement plan, but it does highlight how alternative collectibles have become a legitimate asset class for people who understand the space. Knowledge, timing, and patience matter just as much here as they do in traditional investing.

Although I played in middle school and collected a bit in the late 90’s, for me, a big turning point came during trips to Japan in the mid-2010s. At the time, Japanese Pokémon cards were far more accessible and often significantly cheaper than their U.S. counterparts. Card shops were everywhere, condition standards were higher, and entire promos or sets simply didn’t exist outside the Japanese market. Those trips allowed me to flesh out my collection in a way that would be far more difficult, and expensive, today. In some cases, cards I bought in Japan for just a few dollars at Pokémon centers are now worth thousands of dollars.

Looking back, those purchases weren’t driven by investment strategy. They were driven by curiosity and enjoyment (and being a nerd). If you ever have been to Japan, you know just how Pokémon crazy they are over there. The fact that many of those cards have appreciated so dramatically is more of a bonus than the goal. That’s one of the things I still love about collecting, it’s fun to do, and occasionally you get a card that triggers a dopamine rush like no other. -Nick