Target intensifies efforts to combat Pokémon scalpers.

Target recently launched a new Pokémon collection, and the excitement has been palpable. From Pokémon-themed windbreakers to kickballs, items have quickly sold out both online and in stores. As part of this release, employees report that the company is implementing a new policy on purchase limits. Some stores are also said to be enforcing an existing rule aimed at resellers.

Customers on social media are sharing flyers they’ve spotted in stores, indicating that Target is limiting purchases to one item per Pokémon product. The exact products affected remain somewhat unclear. The official announcement for the collection states that the retailer will allow only one item per person “to give more fans a chance to shop.” While not explicitly mentioned, this move seems to address the ongoing issue of scalpers who buy up Pokémon merchandise to resell at inflated prices.

Some flyers shared by customers also mention that similar limits apply to trading cards, not just the new merchandise. In a Facebook post where a surprised shopper shared a flyer, many commenters reported seeing similar notices at their own stores, with some claiming their locations have already been enforcing this rule.

It appears that Target is allowing individual stores to decide how to manage their specific communities. Just last week, a video of a Target employee cutting open Pokémon card boxes to prevent resale went viral. This action wasn’t a corporate directive, but employees claimed the company supported stores that chose to adopt such practices. While many customers report encountering the stricter one-product limit, others say their local stores are still adhering to the previous per-person limit.

One particularly viral flyer from a Target store goes even further, stating that the company “no longer sells to resellers” and that “purchases must be for personal use.” This policy is reportedly in place to ensure “all guests have a fair opportunity to purchase products.”

Current employees commenting on these posts have confirmed that their stores are indeed prohibiting sales to scalpers. While some staff members say this rule is new, others claim it has always been part of the company’s internal policy. The key difference now seems to be the public enforcement of the rule.

Target has not yet responded to requests for comment.

Many Pokémon fans are supportive of these policies but remain skeptical about their effectiveness. A major concern is how Target will differentiate between resellers and regular customers.

On Reddit, one Target employee mentioned that their store limits purchases, stating, “I don’t see how we would be able to deny someone the ability to purchase even when we know who they are because Target as a corporation will do whatever to avoid a bad review.” They added, “I don’t see it lasting long if it is ever implemented.”

Resellers often find ways around Target’s limits; scalpers frequently bring family members to buy more items, and some even pay others, like college students, to purchase Pokémon products on their behalf.

Overall, there’s a concerted effort across various brands to tackle the Pokémon reseller issue, which has led to violence, crime, and negative publicity. The Pokémon Company is reportedly considering ID requirements for purchases at official stores and has banned the sale of graded cards that increase a card’s value. Additionally, local card game events are enforcing rules specifically targeting scalpers.

There will be 30 Pikachu to collect, each illustrated by a different artist.