Could Pokémon Do More to Encourage Fair Retail Pricing for Anniversary Products?
With the announcement of the Pokémon TCG 30th Anniversary products, I've noticed growing concern within the community about some authorized retailers listing products at prices that are significantly higher than the expected retail price.
I completely understand that independent retailers are generally free to set their own prices, and I know that The Pokémon Company can't simply dictate what every store charges. However, it has made me wonder whether there is more that could be done to encourage fair access for genuine fans.
The Pokémon Company's mission talks about creating meaningful experiences and bringing people together through Pokémon. Their Code of Conduct also highlights working with reputable business partners. While high retail prices may not violate those principles directly, it does seem at odds with the spirit of making these products accessible to the community.
I'm not suggesting that retailers should be forced to sell at a fixed price, but perhaps The Pokémon Company could consider:
- Prioritising product allocations to retailers that consistently sell close to MSRP.
- Reducing allocations to retailers that repeatedly apply extreme markups to new releases.
- Increasing stock available through Pokémon Center so more fans have a chance to buy at a fair price.
- Continuing to improve anti-scalping measures for high-demand products.
For many collectors, the frustration isn't just about paying more. It's about feeling that anniversary products—intended to celebrate the Pokémon community—are becoming increasingly difficult for ordinary fans, families, and players to obtain without paying inflated prices.
I'm interested to hear what others think.
Do you believe The Pokémon Company has a responsibility to encourage fairer retail practices among its authorized partners, or is pricing something that should be left entirely to individual retailers? If you've seen examples of particularly fair—or particularly excessive—pricing, I'd be interested in hearing about those as well.
Hopefully we can keep the discussion respectful and focus on constructive ideas that could help make future releases more accessible for everyone.