# GameStop Marks Up Popular Pokémon Cards by 300% Pokémon card prices soar to four times their original retail value. - **Source:** [Mashable](https://brifing.si/source/3cd6d1d0-9c29-4750-8bc9-f2afefb52505) - **Published:** 2026-07-12 - **Topic:** [Finance](https://brifing.si/c/finance) - **Original article:** - **On Brifing:** https://brifing.si/s/553cc09a-2109-49fa-b3ef-5b239ddcb1b0 ## GameStop's Pricing Strategy GameStop is selling Pokémon cards at 3-4 times the price of the official retailer, Pokémon Center. For example, the Ascended Heroes Booster Bundle sells for $90, while its original price is just $27. For rare collectibles, the markup reaches up to 400%. ## Secondary Market Impact This trend stems from the gap between an item's original cost and its resale value. Similar price hikes are seen in sneakers, concert tickets, and luxury goods. When demand is high, third-party sellers seize the opportunity for massive profits. ## Consumer Consequences The price surge makes Pokémon cards inaccessible to their core audience—children and teens. Only collectors can afford these inflated prices. Nintendo has promised to address the issue but has yet to take concrete action. ## Economists' Perspective GameStop could argue it's practicing 'pricing equilibrium,' aligning costs with market value. However, this approach isn't consumer-friendly. Such practices, especially for licensed products, risk damaging brand reputation. ## Industry-Wide Trend Similar practices are spreading across industries. Rockstar Games eliminated the resale market for Grand Theft Auto 6 by not releasing physical copies. Sony announced it will discontinue disc drive support after 2028. ## Consumer Backlash and Future These practices may trigger significant consumer backlash. Price gouging and suppressing secondary markets could harm brand trust long-term. Companies like Nintendo are expected to take concrete steps to address these issues. ## Sources covering this story - https://mashable.com/life/gamestop-marks-up-popular-pokemon-card-game-by-300-percent — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._