Target raises Pokémon card prices for popular new products

2 hours ago 1

Published Jun 29, 2026, 11:30 AM EDT

Popular products like Ascended Heroes booster bundles are more expensive now

The Mew ex - Paldean Fates special illustration card, also known as Bubble Mew.

The only thing that's harder than finding Pokémon cards right now is buying them for a fair price. From GameStop to Ace Hardware, many major retailers list Pokémon products with an upcharge that deviates from the manufacturer's suggested retail price. Within that ecosystem, Target is largely considered to be one of the most affordable places to buy Pokémon cards. Based on recent changes to listings for popular Pokémon products, however, it seems that Target will be squeezing customers for more money.

The price increase does not appear to apply to Pokémon products across the board; instead, it largely focuses on items that are in particularly high demand. So far, the price hikes are:

Pokémon Trading Card Game: First Partner Illustration Collection Series 2 — $17.99 (was $15.99)
Pokémon Trading Card Game: Ascended Heroes Booster Bundle — $31.99 (was $29.99)
Pokémon Trading Card Game: Chaos Rising Booster Bundle — $31.99 (was $29.99)
Pokémon Trading Card Game: Perfect Order Booster Bundle — $31.99 (was $29.99)
Pokémon Trading Card Game: Prismatic Evolutions Super-Premium Collection — $119.99 (was $99.99)

Target did not immediately respond to a request for comment. The price increases, which were noticed online by restock Discord servers, have remained in place since the weekend of June 26. Some Pokémon products, like the Mega Greninja ex Premium Collection, have not changed. Though rare, products like the Mabosstiff ex Showcase continue to be listed under MSRP. The tweaks mostly focus on recent products in Pokémon's midrange price bracket.

The hikes aren't massive, but for Pokémon fans, they signal a worrying shift. As resale prices for Pokémon cards surge, many retail stores have taken advantage of the demand by adjusting their prices as well. Target's offerings are cheaper than stores like GameStop, but this also gives the retailer more leeway for adjusting its price tags. Target locales tend to be more accessible than specialty retailers like Best Buy, and generally receive larger restocks than most competitors.

The price changes are coming amid a wider push to combat scalpers. Recently, the retailer has made headlines for its increasingly aggressive Pokémon card measures, which have reportedly included opening boxes before they are sold, refusing sales to known resellers, and requiring ID before purchase. These tactics do not stem from company-wide edicts and are employed at the discretion of individual stores. The retailer has also been at the center of some Pokémon-related theft and violence.