Trading cards are heading towards another potentially huge year, with entertainment crossovers, celebrity investments and brand collaborations expected to drive the next wave of growth beyond Pokémon. The collectibles market has enjoyed a significant resurgence in recent years, fuelled by nostalgia, renewed interest from adult collectors and the growing popularity of live shopping platforms. While Pokémon remains a major force behind the boom, new partnerships and unconventional releases could bring even more fans into the trading card game (TCG) market. According to a report from live shopping platform Whatnot, the trend is expected to continue into 2027, with established franchises and new audiences creating fresh opportunities for the industry.
Pokémon continues to dominate
Pokémon cards remain one of the biggest drivers of the current trading card boom. Following a surge in popularity during the Covid-19 pandemic in 2020, the market has continued to grow, with the value of Japanese Pokémon collectibles reportedly increasing by more than 145% between March 2025 and March 2026, according to CNN. The growth has also benefited online marketplaces. Whatnot, which specialises in live shopping, reached a reported $20 billion valuation earlier in 2026. Its 2027 consumer trend report states that an average of four Pokémon cards are sold on the platform every second, while order volumes for the category more than doubled year-on-year. The franchise's 30th anniversary has also attracted new collectors, with Whatnot reporting that hundreds of thousands of first-time Pokémon buyers joined the platform during the anniversary period. September saw Pokémon reach a monthly record of more than 10 million cards sold on Whatnot. Meanwhile, reported monthly sales on eBay increased from $155 million to $212 million, representing a rise of almost 37%. With further anniversary releases expected to maintain interest, Pokémon looks set to remain a central part of the market as collectors look towards 2027.
Entertainment crossovers could bring new fans
However, the next stage of growth may depend on attracting people who have never previously collected trading cards. Whatnot's report predicts that entertainment crossovers will increasingly introduce fans of films, video games and other franchises to TCGs. By combining established intellectual properties with familiar card-collecting mechanics, publishers can appeal to audiences beyond traditional trading card communities. The recent success of Magic: The Gathering's The Hobbit-themed set is highlighted as an example of how recognisable entertainment franchises can generate interest in collectible card products. These collaborations offer publishers an opportunity to reach existing fanbases while giving collectors new sets to discover. They could also encourage players who initially buy cards because of a favourite franchise to explore the wider hobby. For the tabletop industry, this presents an opportunity to connect trading cards with broader entertainment trends and introduce new audiences to established games.
Celebrities and brands join the collecting craze
The growing market has attracted attention from celebrities and major businesses, with high-profile investments helping to raise the profile of trading cards. In February 2026, influencer Logan Paul reportedly sold a Pokémon card for a record-breaking $16.5 million, according to CNN. Jonas Brothers singer Joe Jonas has also shared viral videos about Pokémon cards, demonstrating the franchise's reach beyond its established collector base. Sports stars and investors are also getting involved. Tom Brady acquired a 50% ownership stake in a trading card retailer, subsequently named CardVault by Tom Brady. The business has expanded from three locations to 17, with plans to reach 40 stores by the end of 2027. In August 2026, CardVault announced additional strategic investors, including Jay-Z, Dana White and The Kraft Group, alongside several sports figures. Brands outside the traditional collectibles industry are also exploring the format. Better-for-you cereal brand Backflip, Kinder Chocolate, Chipotle and Garage Beer, backed by Jason and Travis Kelce, have all recently released their own trading card packs. These launches demonstrate how cards can function as more than collectibles, offering businesses another way to engage customers, encourage repeat purchases and build communities around their products.
What comes next for trading cards?
Pokémon's continued popularity has helped bring trading cards back into the spotlight, but the market's future could depend on how successfully publishers and brands broaden their appeal. Entertainment collaborations, celebrity involvement and branded card releases are creating new routes into collecting, while live shopping platforms provide dedicated spaces for buyers and sellers to connect. As the industry looks towards 2027, the opportunity extends beyond established TCG audiences. The next wave of growth could come from fans discovering cards through their favourite films, games, sports stars and consumer brands, turning a familiar hobby into an increasingly mainstream collecting trend.
