A billion-dollar market is exploding before everyone's eyes, following a logic remarkably similar to that of speculative finance: the adult toy market, dominated unchallenged by a giant founded in the 1990s.
We're talking about Pokémon, of course.
In the first few months of 2024, adults in the US bought more toys than any other age group. Driving this absurd growth (+39% for the games and trading cards category) are Nintendo's pocket monsters, which continue to generate staggering numbers thanks to Millennials. But how did this happen?
1. From Game to Ecosystem (The Lesson for Web3)
The brilliant intuition behind brands like Pokémon was to stop selling a simple product and create a true, continuous ecosystem. Just like a DeFi protocol that continuously releases updates to retain liquidity, Pokémon doesn't need to wait for a card to break before selling another: it simply releases a new expansion.
This has transformed a childhood brand into an intellectual property capable of accompanying its audience for decades.
The child who in the 1990s begged his parents for a pack of cards is now an adult with his own purchasing power, capable of spending hundreds of euros to fill gaps in his collection.
2. Cards as an Alternative Asset
Today, collecting has taken on a decidedly colder and more calculating tone. When we open a pack of cards, the first question we ask ourselves is no longer "How beautiful is this drawing?" but "How much is this card worth?"
The toy ceases to be a pastime and becomes a tool for economic speculation or a marker of social status. In a market where some historic packs are worth thousands of euros, reloading a rare card mirrors the exact psychological dynamics of those seeking the perfect airdrop or crypto gem before the pump.
3. Doom Spending and the Search for Dopamine
Why now? Beyond the obvious speculative component, there's a profound psychological implication. Our generation faces an uncertain economic future: milestones like buying a house are constantly postponed, and salaries in many countries haven't grown as fast as inflation.
When big financial goals seem unattainable, Doom Spending kicks in—spending for instant gratification. Buying a box of Pokémon cards or a Blind Box becomes our Little Treat, a temporary anesthetic for daily anxiety. Furthermore, sharing unpacking online makes us feel part of a community, a collective ritual that combines nostalgia with gambling-like mechanics.
The industry is no longer trying to intercept the consumer of the future, but is monetizing the adult of the present.
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