Lego Remains Unfazed by Pokémon Reseller Market

In 2026, if a product features Pikachu, it’s likely to fly off the shelves and end up on resale sites. This phenomenon has been evident across various items like trading cards, clothing, and books. Previous Lego Pokémon sets have seen price tags soar to $650 without deterring buyers. According to Lego’s team, this isn’t surprising at all.

In a recent interview, Lego representatives shared insights about their upcoming Pokémon sets. These new releases are equipped with innovative technology, including Smart Bricks and Smart Tags, enabling individual pieces to interact with each other. The Pokémon figures will have internal stats and types, mirroring their video game counterparts, and can even be trained to enhance their abilities. Plus, you can engage in simulated battles with your Lego Pokémon.

While these sets are primarily targeted at kids, the Smart Play features are likely to attract a broader audience. This could lead to resellers snapping them up for profit, especially given the surprisingly affordable price points: the Jigglypuff set starts at just $14.99, while the most expensive offering, the Charizard and Jolteon set, retails for $119.99 and includes two Smart Bricks. These prices are quite reasonable for Lego sets.

Federico Begher, senior vice president at The Lego Group, noted that both Pokémon and Lego are “multi-generational” brands with widespread appeal.

“It’s mainly designed for kids, but I think it’s fair to say that adults will definitely be interested,” Begher explained. “We typically see a higher percentage of adult buyers in the first couple of months after a new release.”

“However, that tends to balance out over time,” he added. “It’s usually just an initial spike.”

Currently, fans can still pre-order any of the Pokémon Lego sets that were unveiled in early June 2026. The availability may be influenced by the extensive range of the collection, which includes a dozen sets. It could also be due to Lego not fully showcasing the features and capabilities of these new products on their pages.

For a deeper dive into what these sets can offer, you might want to explore the full interview with Lego regarding their exciting Pokémon collaboration.

Lego’s design director discusses how these new sets allow kids to live out their ultimate Pokémon dreams.