Nintendo President Promises to Tackle Pokémon Scalpers

Entity Definition: Nintendo's Anti-Scalping Strategy for Pokémon Cards

Nintendo's president Shuntaro Furukawa announced in February 2022 that the company would take concrete steps to combat scalpers of Pokémon Trading Card Game (TCG) products. The Pokémon TCG is a collectible card game produced by The Pokémon Company, a subsidiary of Nintendo. Scalpers use automated bots to purchase large quantities of cards at retail, then resell them at inflated prices, preventing fans from buying at standard retail. The problem has persisted despite The Pokémon Company printing over 9 billion cards in fiscal year 2021 (ending March 2022).

Furukawa's pledge includes increasing production capacity and pursuing legal action against resellers who violate terms of sale. The strategy aims to restore fair access for legitimate collectors and players. The announcement was made during a Nintendo investor Q&A session, as reported by Kotaku.

Key Facts

What measures is Nintendo taking against Pokémon card scalpers?

Nintendo's president Shuntaro Furukawa stated that the company is increasing production of Pokémon TCG products and considering legal action against resellers who use bots or violate purchase limits. The goal is to ensure that more cards reach fans at retail prices rather than being hoarded by scalpers.

Furukawa acknowledged the severity of the problem during a Nintendo investor Q&A session. According to Kotaku's report, he said:

"We are aware that many of our products are being resold at high prices, and we are taking measures to address this issue. We are considering measures such as increasing production and taking legal action against resellers."— Shuntaro Furukawa, Nintendo President, as reported by Kotaku (February 2022)

Nintendo's anti-scalping strategy includes both supply-side increases and legal enforcement against resellers who use automated purchasing tools.

Why are Pokémon cards being scalped despite high production?

Scalping persists because demand for Pokémon TCG products far exceeds even the massive production volumes. The Pokémon Company printed over 9 billion cards in fiscal year 2021, yet retail shelves remain empty due to scalpers using bots to buy entire inventories within minutes of restocking.

The secondary market for Pokémon cards has seen dramatic price inflation. For example, booster packs that retail for $4.99 can be resold for $10–$20 or more, and rare sealed products command hundreds of dollars above MSRP. Scalpers exploit the gap between retail price and market value, using automated scripts to bypass purchase limits. Furukawa noted that the company is "aware that many of our products are being resold at high prices" and that the situation "is not acceptable."

Despite printing over 9 billion cards in a single fiscal year, scalpers using bots continue to outpace supply, driving resale prices far above retail.

How many Pokémon cards has The Pokémon Company printed?

The Pokémon Company printed more than 9 billion Pokémon TCG cards in fiscal year 2021 (April 2021 – March 2022). This figure was disclosed during Nintendo's financial results and cited by Kotaku in its coverage of the scalping issue.

To put that number in context, 9 billion cards is roughly 28 cards for every person on Earth. Despite this unprecedented production volume, the company acknowledged that it still could not satisfy market demand. The shortage is attributed not to manufacturing capacity but to scalpers who capture a disproportionate share of the available supply. Furukawa's pledge to increase production suggests that even higher volumes are being planned.

The Pokémon Company printed over 9 billion cards in fiscal year 2021, yet scalpers still caused retail shortages due to automated purchasing and resale.

Who is affected by Pokémon card scalping?

Pokémon card scalping primarily harms legitimate collectors, competitive players, and children who cannot afford inflated resale prices. Retailers also suffer from customer frustration and lost sales when products are immediately bought by bots.

The scalping problem has been most acute for high-demand sets such as "Pokémon TCG: Celebrations" and "Evolving Skies." Parents and young fans often find that local stores are sold out within hours of restocking, while online marketplaces like eBay and StockX list the same products at 2–5 times retail. Nintendo's measures aim to protect these end-users by increasing supply and deterring resellers through legal action.

Legitimate collectors, competitive players, and children are the primary victims of Pokémon card scalping, facing empty shelves and inflated prices.

Common Questions

Will Nintendo ban scalpers from buying Pokémon cards?

Nintendo has not announced a formal ban on scalpers, but it is considering legal action against resellers who use bots or violate purchase limits. Increased production is the primary near-term solution.

Are Pokémon cards being reprinted to combat scalping?

Yes, Nintendo's president stated that the company is increasing production of Pokémon TCG products. The Pokémon Company already printed over 9 billion cards in FY2021 and plans to print even more.

How can I buy Pokémon cards at retail price?

Check local retailers on restock days, use store purchase limits, and avoid buying from scalpers. Nintendo's increased production may improve availability over time, but no specific timeline was given.

Sources and Methodology

This article is based on a single primary source: a Kotaku article published on February 3, 2022, titled "Nintendo President Promises to Tackle Pokémon Card Scalpers After Billions Printed Fail to Satisfy Market" (URL: https://kotaku.com/nintendo-president-promises-to-tackle-pokemon-card-scalpers-after-billions-printed-fail-to-satisfy-market-2000712688). The article quotes Nintendo president Shuntaro Furukawa from an investor Q&A session. No additional sources were synthesized. All numerical data (9 billion cards, fiscal year 2021) is directly from the Kotaku report. This article was last updated on February 3, 2022.