Growth and promotion in the collectibles market

The collectibles market has demonstrated significant growth, with items such as Pokémon cards, vinyl toys, and sports memorabilia driving performance. eBay reported a 15% year-over-year revenue increase in the second quarter, supported by a 51% rise in net profit. This growth is partially attributed to eBay Live, a livestreaming platform that saw its gross merchandise volume grow eightfold year-over-year.

Data suggests collectibles are acting as an asset class somewhat disconnected from traditional financial markets. For instance, a Pokémon card index posted a 22.8% gain over three months, outperforming both the S&P 500 and Bitcoin. Retail demand remains high, with Target reporting trading-card sales increases of nearly 70% during 2025.

This momentum has transitioned into specific regional promotions and events. In Italy, eBay Live scheduled a week-long event starting September 16, 2026, to celebrate Pokémon’s 30th anniversary through daily live auctions. eBay also acted as the main sponsor for CardExpo Italia. Concurrently, Amazon has offered various discounts and pre-orders for trading card games including Magic: The Gathering, Pokémon, and Yu-Gi-Oh!.