In recent years, Pokémon cards have evolved from childhood collectibles into high-value assets at auction. As millennials—many of whom grew up with the anime—have gained purchasing power, nostalgia has repeatedly translated into record-breaking prices.
In 2021, American internet celebrity and WWE wrestler Logan Paul paid nearly US$5.3 million to acquire a PSA 10–graded “Pikachu Illustrator” card from a Dubai-based collector. The deal was recognized by Guinness World Records as the most expensive private sale of a Pokémon card.
Now—nearly five years later, around Pokémon’s 30th anniversary—Paul has consigned the card to U.S.-based Goldin. In just over ten days, the listing has attracted 48 bids. At the time of writing, the top bid is US$5.1 million, or US$6.3 million including buyer’s premium.
That level would already put the card on track to set a new record for the most expensive Pokémon card ever sold at auction. And with less than half a month left before the sale closes, there’s still room for the final price to climb significantly.
Logan Paul’s “Illustrator Pikachu” card is recognized by Guinness World Records as the most expensive Pokémon card ever sold in a private sale
As of press time, the highest bid had reached US$5.1 million
Lot 1 | Logan Paul's world-record-holding Pikachu Illustrator
Condition/Grade: GEM MT 10 (PSA)
PSA Certification No.: 23000982
Opening Bid: US$500,000
Highest bid as of press time: US$5,100,000 (48 bids)
Auction House: Goldin Auctions
Sale: 2026 Pokémon & TCG Auction Featuring Logan Paul's Pikachu Illustrator
Bidding Ends: 16 February 2026 | 11 am (Eastern Standard Time)
Why would a trading card be worth millions?
First released in 1996, Pokémon cards were originally designed for competitive gameplay, with booster packs of five or ten cards selling for just over HK$10. Even rare cards were typically played with rather than preserved, making mint-condition examples extremely rare today.
Three decades on, Pokémon has become a global juggernaut. The franchise spans anime, films, video games, and merchandise, and is widely cited as the highest-grossing media franchise in the world. As a result, rare, well-preserved Pokémon cards have surged in value, with top-tier examples now selling for hundreds of thousands—or even millions—of dollars.
Generally, first-edition Pokémon cards are the most coveted, especially rare versions of the original "starter trio": Charizard, Blastoise, and Venusaur. Among them, the "Illustrator Pikachu" stands apart for its rarity and prestige—it was never sold publicly and was only awarded as a prize.
In 2016, a PSA 9 example sold for US$54,970 at Heritage Auctions, setting a Pokémon card auction record at the time; the buyer was reportedly a Hong Kong collector
In 2021, a PSA 7 example sold for US$900,000 at Goldin, setting a new record despite the lower grade
In 1998, Japanese manga magazine CoroCoro held an illustration contest, and winners received the "Illustrator Pikachu" card. Only 39 were issued. The card features Pikachu holding a pen, with the word ILLUSTRATOR printed across the top and a paintbrush icon in the bottom right corner, clearly marking it as a prize item.
Later, one of the card’s original designers released two additional copies, bringing the known total to 41. While that may not sound extremely rare, experts estimate that fewer than 10 remain in circulation today in collectible condition.
Because Pokémon cards are made of paper, they are especially vulnerable to wear and moisture. Condition is therefore a major driver of value. The leading grading authority, PSA, grades cards from 1 to 10. A difference of even 1 or 2 points can translate into multiples in market value.
Notably, the 2021 PSA 7 sale exceeded the 2016 PSA 9 result, highlighting how quickly the high-end market moved. Paul’s copy is widely regarded as the only PSA 10 “Pikachu Illustrator” known—making it a true trophy card.
Logan Paul wore the card around his neck during a wrestling event appearance
Logan Paul commissioned a custom Poké Ball diamond pendant and card case worth US$75,000 to accompany the card
From card-for-card deal to Netflix feature: the story behind the trade
Logan Paul, a WWE wrestler and viral internet personality known for his controversial videos, has over 20 million followers on both YouTube and Instagram. In 2021, he traded a PSA 9 Illustrator Pikachu (worth an estimated US$1.275 million) plus US$4 million in cash to acquire the PSA 10 version from a Dubai-based collector.
To commemorate the acquisition, Paul commissioned a custom diamond-studded Poké Ball pendant and card case worth US$75,000. He famously wore the card as part of his outfit during a WWE match, sparking widespread media attention. The Poké Ball pendant, diamond chain, and card case are included in the auction lot.
Now, the legendary card returns to the auction block, with Ken Goldin—the founder of Goldin Auctions—serving as the driving force behind the sale. The entire negotiation is featured in the latest season of the Netflix docuseries King of Collectibles: The Goldin Touch.
Goldin (left) invited Logan Paul to unbox sealed Pokémon cards—but had his eye on the “Illustrator Pikachu” hanging from Paul’s neck
Goldin’s negotiation with Logan Paul is featured in the latest season of the Netflix series King of Collectibles: The Goldin Touch
Goldin had previously attempted to acquire the card in season one by inviting Logan Paul to unbox sealed Pokémon packs, hoping to persuade him to part with the card—but was flatly rejected. In the latest season, Goldin tries again—this time successfully.
After some back-and-forth negotiations, Goldin writes a personal check for US$2.5 million on the spot and promises a share of the auction proceeds, finally convincing Paul to let go of the card.
As the Pokémon franchise celebrates its 30th anniversary, all eyes are on this auction to see just how high this legendary card will soar.