Many children are following online marketplaces and pricing apps to make wise investments in valuable Pokémon cards, which they then resell for a profit.
A new generation of young entrepreneurs is appear in playgroundscollectors’ items stores and school cafeterias. The reason? Pokémon cards, which are becoming a serious form of investment.
At Bleecker Trading, on Manhattan’s Upper West Side, teenagers gather daily to exchange and evaluate cards with a level of sophistication that rivals that of experienced investors. “I come here every day after school“, said Mason, 13 years old, who has been collecting for years. “I really like making money… I can sell some cards for hundreds of dollars”, he tells .
The resurgence of Pokémon has fueled this trend. In 2025, it became the leading toy franchise in the worldgenerating $2.5 billion in sales in the US. Meanwhile, Card Ladder data shows that Pokémon card values are soaring, with their index to rise 179% compared to the previous year.
Store owner Matthew Winkelried witnessed the phenomenon firsthand. “They are like small business owners“, he said of his young customers. “They follow the Pokémon market and know what the value is.” According to him, today’s children use tools such as online marketplaces and pricing applications to keep up with trends and do informed business.
Accessibility to information transformed the hobby. “Discovering new letters is very easy,” explained Winkelried, noting that platforms like YouTube and Google allow children to quickly learn the letters. nuances of valuation, rarity and market demand.
For some, the risks are surprisingly high. Rare cards can be worth thousands or even millions of dollars, and kids are learning how to resell them for a profit. A 12-year-old boy from Bleecker Trading has already turned a rare discovery into a profit of 3000 dollarsreinvesting the money in new cards.
Still, gambling brings its riches. Parents and experts warn that focusing on profit can lead to excessive spending and create an addiction to risky behavior. “They can spend a lot of money very quickly“, said one parent, urging caution. Others emphasize the importance of teaching ethics and balance along with financial literacy.
Despite the risks, many see clear benefits. “We want to impart financial education,” said a parent. “We use this as a platform for him to think smart about investments.”
