30 Years After Pokémon's Debut, Fans Still Gotta Catch 'Em All

The beloved franchise continues to captivate audiences young and old with its collectible cards, mobile games, and animated series.

Published on Feb. 27, 2026

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Three decades after the release of Pokémon Red and Green in Japan, the franchise has become a global phenomenon, with dedicated fans like 26-year-old Benson Lu amassing collections worth over $70,000. The enduring popularity of Pokémon is attributed to its masterful character design and world-building, which has led to a resurgence of interest among younger generations. However, the value of Pokémon trading cards has also made them a target for thieves, leading to a rise in break-ins and robberies at card shops.

Why it matters

Pokémon's longevity and continued popularity demonstrate the power of nostalgia and the ability of a well-crafted franchise to captivate audiences across generations. The collectible card market's growth has also created a new economic landscape, with some collectors and dealers earning substantial profits, but also exposing the hobby to criminal elements.

The details

Pokémon fans like Benson Lu have become deeply invested in the franchise, playing the mobile game Pokémon Go daily, watching the animated series weekly, and attending local card game events. The value of rare and well-graded Pokémon cards has skyrocketed, with some fetching millions of dollars on the secondary market. This has led to a surge in break-ins and robberies at card shops, resulting in hundreds of thousands of dollars in losses for store owners.

  • Pokémon debuted in Japan in 1996 with the release of Pokémon Red and Pokémon Green for the Nintendo Game Boy.
  • Pokémon Go, the popular mobile game, has been played daily by fans like Benson Lu for the past decade.

The players

Benson Lu

A 26-year-old Pokémon fan who has played the mobile game Pokémon Go every day for a decade, watches the animated show weekly, and has a collection of cards worth over $70,000.

Heather Cole

A teaching assistant professor of game design and interactive media at West Virginia University, who believes Pokémon's longevity is due to its character design and world-building.

Adam Corn

The owner of card business Overdose Gaming Inc, who was able to buy a house last year from his Pokémon card collection.

Duy Pham

The owner of Do-We Collectibles in Anaheim, whose store has been targeted by thieves twice, resulting in the loss of over $80,000 worth of Pokémon cards.

Aiden Zeng

A 17-year-old Pokémon fan who has spent $1,000 on card packs, only to find the cards were worth only $60 on the resale market.

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What they’re saying

“I don't remember when was the last day I did not think about Pokémon at all.”

— Benson Lu (wklh.com)

“Pokémon almost always appreciates in value over time. So it's just a really good place to put your money in my opinion, better than a a lot of other assets.”

— Adam Corn, Owner, Overdose Gaming Inc (wklh.com)

“It's rougher for collectors and players. It's hard for us to get anything.”

— Duy Pham, Owner, Do-We Collectibles (wklh.com)

“I memorized every single Pokémon's specific move set, what region they come from, some of the lore behind it.”

— Aiden Zeng, 17-year-old Pokémon fan (wklh.com)

“I've liked Pokémon ever since I was a kid. And I still like it the same amount.”

— Benson Lu (wklh.com)

What’s next

The Pokémon franchise is expected to continue its global dominance, with new video game releases, trading card expansions, and animated series on the horizon. Collectors and fans will likely continue to drive up the value of rare and limited-edition cards, further incentivizing criminal activity targeting card shops and collectors.

The takeaway

Pokémon's enduring appeal, driven by its iconic characters and engaging gameplay, has transformed it into a cultural phenomenon that transcends generations. However, the lucrative nature of the Pokémon card market has also created new challenges, as the hobby faces increased risks of theft and robbery. As the franchise continues to evolve, balancing the needs of passionate fans with the realities of a valuable collectible market will be crucial for preserving the magic of Pokémon.