Fans queue in Hamilton for Pokémon 30th anniversary cards
Wednesday 16 September 2026 · 2 outlets · 2 reports · updated 
Dozens of fans queued for hours in Hamilton to access limited-edition trading cards marking the 30th anniversary of the Pokémon franchise. Some people arrived before dawn outside a local gaming store to secure the release. The brand has grown from a video game into a global phenomenon involving merchandise and films.
Key facts
5 facts
- Pokémon celebrates its 30th anniversary in 2026
- $6,000 worth of cards were stolen from an Auckland shop earlier this year
- $20,000 worth of cards were stolen in Dunedin earlier this year
- Limited-edition anniversary packs cost $130
- Hobby Lords implemented a two-item limit per buyer for the anniversary release
The full story
1 min read · 2 outlets
Fans across the country celebrated the 30th anniversary of the Pokémon franchise by queuing for limited-edition card releases. In Hamilton, dozens of people lined up outside the Hobby Lords store, with some arriving as early as 4:30am.
The trading card game has evolved from a playground hobby into a significant investment, with some rare cards worth thousands or even millions of dollars. Popstop founder Glen Walker noted that returns on certain cards can now rival traditional investments.
The increasing value of the cards has led to a rise in theft and violence targeting retailers. Earlier this year, Auckland saw the theft of approximately $6,000 worth of cards, while Dunedin reported a loss of about $20,000.
Retailers have had to increase security measures to protect valuable stock and staff. Hobby Lords chief executive Liam O'Neil stated that security is much higher than in the past and mentioned that staff have faced violence, including a stabbing in Newmarket last year.
Where reports differ
- One report focuses on the global phenomenon and theft risks, while another focuses on specific fan queues in Hamilton
Compiled from reports by 1News and Waikato Times.