Dollar General's Pokémon 30th Celebration product is being bought out by the case before most of us ever see it on a shelf. GameStop is selling the $179.99 Ultra-Premium Collection for $399.99. And fans who've tried for weeks still haven't found a single pack.
#FairShelfTCG
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FireMessage 1 of 9 · Dollar General
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Make it yours. Tap into the message and edit it: which store, how many trips, what the employee told you. Personal emails get read; identical ones get filtered. You start with one of six wordings at random.
One thing, and it's easy for corporate to say yes to:
Walmart has had a 5-per-visit limit on trading cards since November 2025 (Kotaku), but a posted limit is easy to skip. We're asking Dollar General for one built into the register, so it holds even on a busy truck day. We're not accusing any employee of anything.
WaterMessage 2 of 9 · GameStop
GameStop is selling the 30th Celebration Ultra-Premium Collection for $399.99, more than double its $179.99 MSRP. To its credit, GameStop already limits it to 2 per account. The price is the problem.
Price as listed on GameStop.com on October 7, 2026. If it changes, edit the number in your message before sending.
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ElectricMessage 3 of 9 · Amazon
Some big retailers are selling sealed Pokémon product well above retail, sometimes for three or four times as much, or only to shoppers they pick.
Price from Amazon's own listing, seen on October 8, 2026. Only shoppers Amazon invites can buy, and the link lasts 72 hours.
Price from DicksSportingGoods.com, seen on October 8, 2026.
Price from a receipt: $79.99 each at the register on October 3, 2026.
Walmart's 5-per-visit limit on trading cards started November 5, 2025 (Kotaku). A video posted on X on October 6, 2026 shows a Walmart cart loaded with 10 Elite Trainer Boxes and 20 mini tins. Walmart's random drawings are still the fairest release fans have seen; this message asks Walmart to keep those and enforce its in-store limit at the register.
Same ask as Dollar General: a per-customer limit built into the register, so one buyer can't take a whole shipment. The form asks for your name and email; that goes to Family Dollar, not to us.
A video posted on X on October 9, 2026 shows Target.com's preorder button failing again and again. Bot sellers openly advertise tools built for Target Pokémon restocks (example, 2026). Queues don't fix this, because bots fill a queue faster than people can click. A drawing or a multi-day preorder does.
See a markup or a bot-swept drop? Tell us in the comment box below. The Pokémon message also asks The Pokémon Company to send more product to retailers that sell at MSRP and less to ones that mark it up.
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Make it yours. Add what you saw, where and when: a different price, or a drop that sold out before the button worked.
GrassMessage 9 of 9 · The Pokémon Company
Retailers are only part of the problem. The Pokémon Company decides how product is allocated and on what terms, so it's the one party that can fix this everywhere at once.
Local card shops
Some local shops sell Pokémon at fair prices, set fair limits, and look out for their regulars, and they're often the first to sell out because everyone nearby knows it. Shops like that should get more of the allocation, not less. Shops that gouge their own customers shouldn't be rewarded with more product.
Know one? Nominate it so Pokémon can see where the fair shops are.
We get it. Limited print runs are part of what makes collecting exciting, and plenty of collectors care about their cards holding value. Others would happily see Pokémon flood the market. This page asks for something both groups can get behind: whatever the print run, everyone gets a fair chance at it.
But scarcity only works when everyone has the same chance at what does get made, and right now we don't:
Resale prices have poisoned the marketplace. Longtime fans have tried for weeks to buy anything from the 30th Celebration set and still come up empty, and many are leaving the hobby.
What's working: Walmart's random drawings. You enter during a set window and winners are picked at random. Bots, store lines and work schedules don't decide who gets product. That's the kind of fairness we want across the board.
What would work even better: verified preorders at MSRP. A drawing still runs on a one-hour window, which is easy to miss at work, and restock alerts still mean staying on your phone all day only to lose to bots. A preorder window that stays open for several days, at the price on the box, lets everyone get in on their own schedule. Each order would be tied to a verified account, one per household, so bots can't swallow the allocation.
Don't forget local card shops. Some local card shops are selling 30th Celebration product for less than the big-box stores. They know their regulars, they run the events that bring new players in, and the good ones aren't trying to empty their customers' wallets. Shops like that should get more product, not less.
The Pokémon Company has no public email address. Tap the green button below: it copies your message and opens their general support form. Paste it into the description box and submit.
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Make it yours. Tap into the message and add your own story: how long you've been hunting, what you've missed, why it matters to you. Real stories carry the most weight.
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Fair shops
Some local card shops sell Pokémon at fair prices, and they're often the first to sell out because everyone nearby knows it. Tell us about yours. We'll shout out shops that agree to be featured, and show The Pokémon Company where fair shops are and how fast they sell out.
A shop is featured only after we check it and the shop says yes.
Store stories, complaints, ideas for the campaign, anything. Comments are anonymous and go straight to the organizers. We may quote them, without names, when we push retailers and The Pokémon Company.
A note on Target: I've seen the reports about Target's pricing on the 30th Celebration Ultra-Premium Collection. I haven't found a verified source for it yet, so this page doesn't address it. If it's confirmed, I'll add it here. — FairShelf