A Melbourne man’s childhood desire to “catch ’em all” has blossomed into a growing side business, turning his passion for Pokémon cards into a lucrative online venture.
Ash Desouza, not to be confused with Pokémon’s iconic protagonist Ash Ketchum, realised the lucrative value of his nostalgic pastime during Victoria’s lengthy COVID lockdowns.
What started as a hobby has gradually grown into Lenny’s Collectibles, a <a href="https://finance.yahoo.com/news/trading-card-<a href="https://comicvibe.com/the-cat-in-the-hat-takes-over-3-roblox-games/” title=”The Cat in the Hat takes over 3 Roblox games”>games-market-forecast-153356253.html?fr=sycsrp_catchall” rel=”nofollow noopener” target=”_blank”>trading card business Desouza now runs alongside his wife, Sara.
The couple buy and sell Pokémon cards at trading card shows and online, including through Whatnot, a livestream shopping platform where collectors can bid on cards in real-time auctions.
“I grew up collecting basketball and trading cards in the 90s — I still have most of my collection from back then,” he told Yahoo News Australia.
“I started by selling parts of my own personal collection of Pokémon cards online and then at shows.
“As I got more experience, I started learning more about buying collections, spotting valuable cards and knowing what people want.”
In one recent sale, Desouza turned a $350 purchase into $900 in just three weeks after snapping up a PSA 9 Manaphy XY Promo Pokémon card at a trading card show, making a $550 profit.
“It’s a good example of the opportunities that are out there if you know what you’re looking for and can recognise a good deal when you see one,” he said.
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What to look for when buying Pokemon cards
With the added benefit of being a fan, Desouza said he will tend to buy cards he’d want to keep in his own collection.
“I think that’s a big part of collecting — you want to enjoy what you’re buying, even if the goal is to eventually sell it,” he said.
He said it’s hard to predict which sets or cards are going to boom next, adding turning over inventory is an important part of growing the business.
“When I’m looking at a collection, I try to look at the overall value rather than getting too excited about one card that might be worth a lot of money,” he said.
“You’ve got to do your research, understand the risks and make sure the numbers stack up before committing to a purchase.”
Condition is also a huge factor.
Desouza, who works full-time in finance, said that whitening around the edges, surface scratches, dents, and poor centring can make a big difference to a card’s value.
“Two cards can look almost identical at first glance, but their value can be completely different depending on their condition,” he said.
10 billion cards produced in 12 months
The growing popularity of Pokémon cards has become a global phenomenon, with more than 85 billion cards produced worldwide since the trading card game launched in 1996.
According to The Pokémon Company, around 10 billion cards were produced in the 12 months to March 2026 alone, with the collectibles now available across more than 90 countries and regions.
The boom has also helped Pokémon become the world’s biggest toy property, with market research firm Circana reporting a 32 per cent surge in global collectible toy sales in 2025.
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Desouza, believes the renewed interest in Pokémon cards is being driven by adults looking to relive their childhood while potentially making some extra cash.
“I think part of it comes down to a generation of adults who grew up with Pokémon and now have their own disposable income,” Desouza said.
“Some are getting back into collecting for nostalgia, while others are looking at it as a way to make some extra money.”
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