How Nintendo and Pokémon Are Fighting the TCG Scalping Crisis in 2026

The Pokémon Trading Card Game scalping crisis has escalated to a point where Nintendo's top leadership was directly questioned about it at the company's June 2026 shareholder annual general meeting. In response, The Pokémon Company (TPC) is pursuing an aggressive multi-pronged strategy, while retailers in Japan have adopted increasingly drastic countermeasures. Here is the full picture of what is being done and how stakeholders are reacting.

The Crisis: Why 10 Billion Cards Wasn't Enough

Despite printing 10 billion cards between March 2025 and March 2026, shortages persist . Demand has consistently outstripped supply for years, driven by a surge in reselling and scalping. The Guardian reported fans expressing frustration that "kids can't buy them anywhere" . Collectors report that even individual booster packs sell out within hours of restocking .

Nintendo's Top Leadership Addresses the Issue

At Nintendo's June 2026 AGM, a shareholder pressed President Shuntaro Furukawa on the crisis. He acknowledged the "issue" and stated that Nintendo is working with The Pokémon Company on "appropriate ways to deliver products to consumers" . Furukawa specifically referenced measures TPC is taking to tackle "speculation" (the term used in the Japanese market for scalping) . This marks the first time Nintendo's top leadership has publicly addressed the TCG scalping problem at a formal shareholder meeting.

The Anti-Scalping Arsenal: Every Measure in Play

Government ID Verification in Japan

The most dramatic measure: TPC confirmed in May 2026 that it is considering requiring government-issued ID (specifically "My Number Card") to purchase certain products . By June 2026, it was confirmed that Pokémon 30th Celebration products in Japan will be restricted to My Number Card holders only . The system, potentially launching in August 2026, would authenticate Players Club accounts before users can enter lotteries or make purchases .

Market Saturation Through Massive Production

TPC printed 10 billion cards from March 2025 to March 2026, yet shortages persist . A deliberate market-saturation strategy is underway to undercut scalpers' profits . Early signs suggest this is working: secondary market prices for singles and sealed products have started to edge downward in early 2026 .

Bot Clamping and Reprints

TPC is actively cracking down on automated purchasing bots and issuing more frequent reprints of high-demand sets .

Pokémon Centers Removing Packaging

Some official Pokémon Centers have begun opening packaging before sale to destroy the resale value of sealed products and deter scalpers . The procedure will be used "until further notice" . This practice has been adopted at Pokémon Center Singapore as well .

Lottery Systems

Japanese Pokémon Centers have shifted to lottery-based sales for MSRP-priced products on release day to give regular fans a fair chance . These lotteries are usually restricted to Japanese residents .

Vertical Integration: Acquiring the Distributor

In early 2026, TPCi announced plans to acquire Excel Brands, the company responsible for stocking Pokémon cards at major U.S. retail chains like Walmart and Target . This move gives TPC greater control over product allocation and retail pricing, potentially curbing product leakage from the supply chain .

Japanese Retailers on the Front Lines

The situation at retail has become extreme:

• Stock vanishing within hours — Restocks at major retailers are frequently gone in under an hour, with scalpers waiting at card sections before shelves are even filled .
• Physical safety incidents — Retail staff have reported customers threatening to "rip their heads off," and stores have experienced robberies and physical attacks linked to card stock .
• Extreme countermeasures — Many stores now refuse to sell sealed boxes at all, immediately remove shrink wrap to prevent resale, strictly limit per-customer pack purchases, and use lottery systems for high-demand releases .
• McDonald's Japan — After a disastrous 2025 Happy Meal Pokémon card promotion, McDonald's Japan apologized and committed to stricter purchase limits and anti-scalping purchase controls for future collaborations .

Fan and Collector Sentiment

Fans have expressed widespread frustration . Some Japanese collectors are now bypassing the domestic market entirely and sourcing cards from the United States — a reversal of the traditional flow — because U.S. inventory is more available . However, there is cautious optimism: secondary market prices for singles and sealed products have started to edge downward in early 2026, suggesting the saturation strategy may be having a partial effect . Some scalpers are reportedly exiting the scene as profit margins shrink .

The Outlook

The Pokémon Company's multi-front approach — combining government ID verification, enormous print runs, physical deterrence at retail, and vertical integration of distribution — represents the most aggressive anti-scalping campaign in the TCG's history. Early market signals suggest a "correction" may be underway, but with the 30th anniversary approaching in 2026, demand is expected to remain intense .