Scalpers Cash In on Pokémon Pop-Tarts, Marking Prices Up to Eight Times Higher

Target stores are currently hosting a Pokémon merchandise promotion that spans several months, featuring everything from clothing and toys to makeup and lifestyle products. As expected, fans are diving in headfirst, with some going a bit overboard in their excitement. Alongside the rush for lip balm, a curious trend has emerged: the scalping of Pokémon Pop-Tarts.

These Pokémon-themed Pop-Tarts come in boxes adorned with Pikachu, containing 12 pastries (six packs of two). They’re flavored “Frosted Vanilla Cupcake” and retail for $2.89 per box. Since their release this past weekend, they’ve become quite the hot item, with local stores showing limited availability—often just a couple of boxes within a 40-mile radius.

The buzz around these snacks seems partly fueled by the idea that they mark the “return” of a nostalgic treat from 25 years ago. However, I’d argue that the Pokémon Pop-Tarts of today are not the same as those from 2001. The original flavors were PokéBerry or Wild Cherry, not the current Frosted Vanilla Cupcake. Plus, the new version lacks the classic “Pokémon sprinkles” that were a hallmark of the originals. There was a later promotion that featured existing Pop-Tart flavors like Strawberry and S’mores, which included little plastic Pokémon figurines. I remember having a Charmander from the Strawberry box and several Chanseys from the S’mores. Unfortunately, the current promotion doesn’t come with any toys.

You might not even realize these are Pokémon-themed if I didn’t mention it.

But hey, for $3, you get a Pokémon-themed snack, and I can’t fault anyone for enjoying that. However, some fans are shelling out much more—$10, $14, or even $20 per box on eBay, often after failing to snag a box at their local Target. One box even sold for $25, which is over eight times the retail price.

While Pop-Tarts are a standout example, scalpers are also flipping other Pokémon-themed items from the Target promotion. A bundle featuring a promotional pullover jacket, a crossbody bag, and a pin recently sold for $490. The jacket typically retails for $130, the bag for $25, and the pins were free. This was the most outrageous sale I found, but many other listings for the jacket—sometimes bundled with free pins or bags—have sold for $300 or more. The jacket seems to be the most sought-after item, but the crossbody bag is also fetching over $100, and complete sets of tote bags (normally $15 each) are going for over $100 as well.

On the flip side, scalpers are struggling with outright theft. Some individuals have been stealing large cardboard Pokémon standees from Target stores and attempting to sell them on eBay for exorbitant prices. Others are trying to sell Trapper Keepers and display boxes, but with little success. It seems even the most dedicated fans aren’t willing to pay $25 for stolen cardboard when they can stock up on Pop-Tarts instead.

I can’t really recommend jumping into this promotion for several reasons, not least of which is that the products are mostly sold out. There’s talk of a second wave of merchandise, including new items, set to drop on June 6. Personally, I think I’ll just grab a nice T-shirt from the Pokémon Center and avoid the hassle.