Why are hundreds of people queuing for Pokémon cards today?

A large queue formed outside the entrance to Sports Direct at Chantry Place this morning. // Huge queues of Pok?mon super fans camped out overnight across the country ahead of the franchise's 30th anniversary cards being released.The special Pok?mon Trading Card Game (TCG) drop took place this morning (16/09) with several high-value cards among the collection.More than 85 billion Pok?mon cards have since been produced with one ultra-rare card has sold for $16.5m (?12m).In Norfolk, both HMV and Game, within Norwich's Chantry Place shopping centre, received a shipment of the coveted cards and drew massive queues. Photo released 16/09/2026
A large queue outside the entrance to Sports Direct in Norwich this morning (Picture: Newsquest/SWNS)

Hundreds of Pokémon fans have queued for hours, with many even camping overnight, to get their hands on a special card collection celebrating the franchise’s 30th anniversary.

The Pokémon Trading Card Game (TCG) collection went on sale this morning, with fans hoping to bag some of the most high-value cards.

More than 85 billion Pokémon cards have been produced since the trading card game launched, with one card even selling for £12million

In Norwich, huge queues formed outside shops in Chantry Place shopping centre after HMV and Game received shipments of the new cards.

Sean, Cameron, James and Dan were among those who woke up early this morning, hoping to get their hands on an Elite Trainer Box (ETB).

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James, who arrived at 5am, said: ‘I think I will be able to get an ETB hopefully. It has nine packs inside, so I’ve got a decent chance of getting something good.’

A large queue also formed outside HMV in Chantry Place. // Huge queues of Pok?mon super fans camped out overnight across the country ahead of the franchise's 30th anniversary cards being released.The special Pok?mon Trading Card Game (TCG) drop took place this morning (16/09) with several high-value cards among the collection.More than 85 billion Pok?mon cards have since been produced with one ultra-rare card has sold for $16.5m (?12m).In Norfolk, both HMV and Game, within Norwich's Chantry Place shopping centre, received a shipment of the coveted cards and drew massive queues. Photo released 16/09/2026
Huge queues of fans were seen early in the morning inside Norwich’s Chantry Place shopping centre (Picture: Newsquest/SWNS)
From left to right: Pok?mon fans Sean, Cameron, James, and Dan. // Huge queues of Pok?mon super fans camped out overnight across the country ahead of the franchise's 30th anniversary cards being released.The special Pok?mon Trading Card Game (TCG) drop took place this morning (16/09) with several high-value cards among the collection.More than 85 billion Pok?mon cards have since been produced with one ultra-rare card has sold for $16.5m (?12m).In Norfolk, both HMV and Game, within Norwich's Chantry Place shopping centre, received a shipment of the coveted cards and drew massive queues. Photo released 16/09/2026
From left to right: Pokémon fans Sean, Cameron, James, and Dan queuing first thing this morning (Picture: Newsquest/SWNS)

Dan, however, wasn’t taking any chances and decided to camp outside the shopping centre from 1.30am.

His dream card is a ‘Treekachu’, which can reportedly be worth more than £700.

Cameron, meanwhile, joined the queue at around 7am and was hoping to find a Charizard card.

Sean also added: ‘I’m hoping to get an ETB, which I’m pretty sure I should. Pokémon all the way.’

In Leeds, Pokémon fans queued down the street at Travelling Man, with some bringing camping chairs as they waited for the shop to open its doors at 10am.

Khalid Morton, manager of Travelling Man in Leeds, told the Yorkshire Evening Post: ‘There’s a fair amount [of cards], so I’d expect they’ll sell out in the first couple of hours.’

A long queue formed early in the morning outside the Smyths Toys store in Flers-en-Escrebieux for the release of the Pokémon cards celebrating the franchise's 30th anniversary on September 16, 2026. (Photo: Francois Greuez/SIPA/Shutterstock)
A line of people formed outside this store in France early this morning (Picture: Greuez/SIPA/Shutterstock)
Mandatory Credit: Photo by Francois Greuez/SIPA/Shutterstock (17153764h) A long queue formed early in the morning outside the Smyths Toys store in Flers-en-Escrebieux for the release of the Pok?mon cards celebrating the franchise's 30th anniversary on September 16, 2026. FLOWERS IN CREBIEUX: RELEASE POKEMON CARDS 30 YEARS, Flowers in Escrebieux, France - 16 Sep 2026
Pokémon fans have been queuing to get their hands on a special card collection (Picture: Greuez/SIPA/Shutterstock)

He also explained how nostalgia was a major draw for longtime collectors, alongside the potential value of the cards.

‘Currently, the secondary market for these is quite high,’ he continued.

Over in Sheffield, Forbidden Planet was so busy that staff were forced to operate a one-in, one-out system.

Dan Liles, who was wearing a Pikachu hat while managing the queue, said fans had been waiting since around 7am.

In the French town of Flers-en-Escrebieux, hundreds of fans were also seen queuing for the cards outside a Smyths store.

Pokémon originally started as a Nintendo Game Boy game in Japan in 1996.

Later that year, the Pokémon Trading Card Game was launched in October 1996.

Three decades on, the franchise has become a global phenomenon, with collectors on the hunt for cards that they can sell.

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