How can a single card be valued at tens of millions of dollars? The influencer marketing effect and the 30-year fan economy of Pokémon

Author: Amin Ayan & Vanessa Perdomo

Editor: Tim, PANews

The world’s most expensive Pokémon card will once again go on auction.

Social media influencer and WWE star Logan Paul recently announced that he will sell his collection of rare Pokémon cards. He explained that the current market for Pokémon collectibles is very hot and will provide a good “appreciation opportunity” for this collection.

Logan Paul has been active on social media for a long time and has publicly expressed a strong interest in rare Pokémon cards multiple times. His status as a collector is well known. He and his brother Jake Paul rose to fame early on through Vine and YouTube platforms, later branching out into boxing, wrestling, and entertainment. Notably, Jake Paul recently lost to former heavyweight champion Anthony Joshua in a live boxing match on Netflix.

The card set to be auctioned, called “Pikachu Illustrator,” was acquired by Logan Paul in 2021 for nearly $5.3 million, setting the Guinness World Record for the most expensive private Pokémon card transaction.

The auction will be conducted through the well-known industry auction house Goldin, which specializes in sports memorabilia and collectibles trading. According to the agreement, Logan Paul has received a $2.5 million advance from Goldin founder and CEO Ken Goldin.

This transaction will also be documented in Netflix’s latest season premiere on December 23rd, titled “King of Collectibles: The Goldin Touch.”

Goldin announced that the “Pikachu Illustrator” will be exclusively available for bidding on Goldin’s official website on January 12th. Ken Goldin estimates the final price could reach between $7 million and $12 million, potentially setting a new price benchmark for Pokémon collectibles.

Previously, Paul rejected Goldin’s offer of $7.5 million for this card, which demonstrates that the high-end collectibles market is still on the rise.

During an interview with Bloomberg TV, Paul admitted, “The Pokémon market is in an unprecedented hot streak. Ken has made an offer I couldn’t refuse.”

Goldin further pointed out that high-end collectibles are an increasingly popular alternative asset class among wealthy buyers. He cited a Michael Jordan and Kobe Bryant joint star card that sold for $12 million as an example, indicating that the demand for collectibles, including sports cards, remains strong.

This auction timing also reflects generational changes within the collector community.

30-Year Pokémon Fan Boosts Collectible Craze

As the Pokémon series approaches its 30th anniversary in 2026, market enthusiasm is also rising. Fans who grew up influenced by this anime now have strong purchasing power to acquire rare collectibles. Goldin analyzed that, compared to the previous generation of collectors, these groups are more inclined to pursue cultural symbols that accompanied their growth rather than traditional art pieces. Especially among young fans who grew up with Pokémon anime, many now have the financial means to bid on rare collectibles.