From Hobby to Valuable Asset
When Barry Lloyd began purchasing Pokemon cards three decades ago, many dismissed his interest as a waste of money. However, an expert appraisal now values his collection at approximately £100,000.
The increasing worth of these Japanese trading cards was recently highlighted when a card deemed the "holy grail" sold for £30,000.
Earlier this year, a significant theft occurred at a games shop in Cwmbran, Torfaen, where £65,000 worth of rare Pokemon cards were stolen, a loss the owner described as a "killer" blow to his business.
What was once a childhood pastime is now viewed by some as a form of pension investment, according to expert Elliot Riley-Walsh from Anglesey.
"You just never know what people have sitting in their attics, or hiding generally. People are potentially sitting on thousands. Jewellery and lockets, people tend to know there's generally value in it. But when it comes to trading cards and collectables, people tend to overlook them."
Understanding Pokemon
Pokemon is a Japanese franchise centered on capturing, training, and battling creatures with special powers. It has expanded into an animated TV series, movies, video games, and trading cards.
The original game featured 151 species, but by 2026, approximately 1,025 species had been introduced, inspired by real animals or mythical beings. Among the most iconic is Pikachu, a mouse-like creature with a lightning bolt-shaped tail capable of emitting electric charges.
Having become a cultural phenomenon in the late 1990s, Pokemon is now celebrating its 30th anniversary, with many original fans returning to the hobby. The cards serve both as collectibles and as tools for gameplay, where players pit creatures' powers against each other or trade cards.
Collecting and Valuing Cards
Elliot, aged 32, founder of collectibles platform Valart, emphasizes that many people underestimate the value of their collections.
"My friend who is a big Pokemon collector, his account came out at about £100,000."
He notes that Japanese-issued cards often fetch higher prices in the UK due to their rarity.
Elliot attributes the renewed interest to nostalgia and the immersive nature of playing the card game. Additionally, he highlights economic concerns among younger generations.
"A lot of young people are worrying about when they'll reach a state pension age, with a lot of uncertainty around inflation. So instead, people are buying collectables and storing them. A lot of this stuff increases in value, so they can sell it in the future."
In 2023, Elliot launched Valart to help collectors document their collections, addressing a gap in valuation systems compared to those available for watches and jewellery.
Barry Lloyd's Collection Journey
Barry Lloyd, from mid Wales, initially had little knowledge about which cards to buy, acquiring most through eBay during the early days of the craze.
"I decided then to try and complete a few sets so bought cards accordingly. And while I was doing it, everyone was laughing at me - telling me I was mad. At that time, everyone was taking the mickey and said I was wasting money. So after a few months I stopped buying."
This occurred in the 1990s, after which he stored the cards away for a "rainy day," never expecting them to gain value. Over the past year, he has observed significant price increases for similar cards.
"It's unbelievable, I'll look at some of mine and then see someone selling the same ones. About a month ago, someone wanted about £7,000 for one, and I thought 'I've got one of those'. I had a look and I had exactly the same card."
Barry owns the Topsun set, dating back to the early years of the franchise, which is highly prized by collectors. The blue versions are the rarest and among the first printed Pokemon cards.
"When this set was launched it became popular in Japan, so they decided to launch a newer set and to include some holofoil cards. That set was the 1st edition base set in English, my set of Topsun was imported from Japan in 1996. I knew a guy who was based in Japan who worked for the military. So I told him to buy from the Japanese kids and ship them over."
One of his cards is a graded Birthday Pikachu 2nd anniversary promo, estimated to be worth £9,000. Other cards of his have been listed on eBay between £6,000 and £12,000, with Elliot estimating the total value of Barry's collection to exceed £100,000.
Passion Over Profit: Morgan Elise's Perspective
Morgan Elise, 23, from Treorchy, Rhondda Cynon Taf, has been collecting for just over a year and estimates her cards' value at around £500.
"I was aware when accumulating that a card can be worth more than the pack it's in - you pull an £8 card from a £4 pack. But then it's a lot of effort to sell it, so you keep it."
Her highest-value card is worth £250.
"To me, the collection represents what I can give to the community. I run my local club [where fans meet to battle with the cards or trade them], and recently worked in the European championship. People should investigate their old collections, if they have them, but stray away from getting into it as an investment opportunity."
She warns that treating the hobby solely as an investment can diminish enjoyment, as serious collectors may avoid opening or damaging cards, which in turn increases the value of older cards.
"Like, in 1997, 100 cards were printed and 80 were ripped up and torn by kids playing. In 2026, 1,000 cards are printed, and 800 are opened with care and sleeved straight away."
Insurance and Protection
Nathan Blackler from insurance comparison site GoCompare advises collectors to verify that their items are properly insured, cautioning that forgotten collections could be worth far more than anticipated.
