Pokémon turns 30

 

Pokémon turns 30, shows no sign of slowing down

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If you were confused seeing Pikachu pop up during the 2026 Winter Olympic men’s hockey final, don’t be: Pokémon is everywhere. The iconic brand turned 30 yesterday and has been rolling out the red carpet for the little monsters to celebrate being a part of the highest-grossing media franchise in the world, as evidenced by its sponsorship of the icy intermission report during the hockey game and with a star-studded ad during the Super Bowl a few weeks prior. The Pokémon Company has generated around $150 billion in revenue through games, movies, TV shows, and more since it debuted its first two games in Japan in 1996. And about 30 million people still play Pokémon GO every month, 10 years after it first hit smartphones. But if you’re looking to make your own money from the phenomenon, the cards are Arceus: The Card Ladder index, which tracks the value of a collection of the most popular trading cards, showed the most popular Pokémon cards’ worth was up about 6,208% this month compared to May 2004, beating the S&P 500’s rate of return, which jumped just 521% during the same timeframe. And rare cards can skyrocket in value: Logan Paul sold a Pikachu Illustrator card for a record $16.5 million last week. Prepare for Trouble! The valuable collectibles have also attracted a whole mess of scalpers, resellers, and even robbers—last week, thieves tunneled through a California store’s wall to steal $180,000 worth of cards.