Target launched a massive collaboration with Pokémon on June 6, along with some policies meant to combat scalping. The collab is the second phase, aka “Drop 2,” of the Pokémon x Target collaboration, following the successful release of Drop 1 on May 2.
The collaboration celebrates the Pokémon franchise’s 30th anniversary, and is described on the Target website as being “for fans, by fans.” Over 40 new products launched just two days ago, including Target-exclusive puzzles, graphic tees, stylish jackets, and Poké Ball kickballs.
Along with all the new merch, Target is launching a number of rules for Pokéfans eager to get some of the exclusive goodies. The jackets, for instance, are only available online as preorders that will arrive in the winter.
More notably, Target is putting a purchase limit on the other Pokémon collaboration items. Visitors will only be allowed to buy “one unit per item, per guest” both in stores and online. According to the Target website, this change is meant “to give more fans a chance to shop.”
This limit isn’t just being applied to the new collaboration, reports Polygon. Some Target shoppers have noticed that Pokémon TCG cards were also being limited to one or two packs per person. This doesn’t seem to be a rule across the board, and some places have been using the method for a while now, but many fans are noticing an uptick in stores that try to limit product purchases.
Although it’s not explicitly stated, these changes are likely being put in place to combat the rising problem of scalpers. Pokémon merchandise—and cards, in particular—have been experiencing a surge in scalpers, who buy up all the available stock then resell them at grossly inflated prices.
The problem hit a fever pitch with the wildly popular Prismatic Evolutions TCG set that launched back at the start of 2025. The expansions sold out incredibly quickly, and showed up on resale websites for huge markups. The problem was so severe, that it even led to several fights breaking out in stores.
The item purchase limit for the new collaboration event is an official one listed on the website. However, additional limits placed on the TCG and other merchandise may be in the hands of the individual stores.
It’s also entirely up to each Target branch how strictly the employees enforce the limits. One Reddit thread by user Nebbz- has many commenters sharing their experiences, which vary wildly.
Some people report being stopped from buying packs—even if they hadn’t actually purchased any before. Meanwhile, others suggest that the Target employees simply don’t care enough, and allow customers to go through checkout several times and buy as much as they want.
Putting item purchase limits on the Pokémon x Target collaboration is a good idea in theory, but it’s not likely to be enough to stop the scalping problem. Still, we can expect to continue to see Target and other locations attempting to curb the problem with limits and other methods for as long as scalpers continue to snatch up popular items.
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Pokemon Red and Blue, Pokemon Yellow, Pokemon Gold and Silver, Pokémon Crystal, Pokemon Ruby and Sapphire, Pokemon Sapphire, Pokemon Diamond and Pearl, Pokemon Platinum, Pokemon Black and White, Pokemon Black and White 2, Pokemon X and Y, Pokemon Sun and Moon, Pokemon Sword and Shield, Pokemon Scarlet and Violet, Pokemon Winds and Waves, Pokemon Legends Arceus, Pokemon Legends Z-A