Pokémon cards are making a resurgence, and it seems these days that people really do need to “catch’em all.” Earlier this month, YouTube creator turned WWE personality Logan Paul sold his 1998 Pokémon Pikachu Illustrator card, encased in a custom diamond necklace, for $16,492,000.

And just a month prior to that, three people robbed a Manhattan Pokémon shop at gunpoint – making off with more than $100,000 in rare trading cards – as dozens gathered for a community event. 

While most people are not shelling out millions of dollars for these cards – or robbing stores for them – it’s clear that these collectibles are as popular as ever, and consequently, are in demand by retail buyers. Fortunately for them, there are companies like Wayne Global, a family- and veteran-owned collectibles company that’s seen skyrocketing sales on Amazon and now on the retail shelves.

The company won the Buyers Choice award at ECRM’s 2025 Toy & Learning Session, where it also landed three deals, and at this year’s Impulse, Front-End & Checklane Session, I sat with Owner Eric Mills to learn more about his company, its products, and retail aspirations.

From military service to retail success

Mills founded Wayne Global eight years ago while serving in the military. What began as an online venture quickly evolved into a market leader. "We started online on Amazon, we became the number one on Amazon for this specific niche, and then we started our retail journey in 2025," says Mills. "We got into about 3,000 grocery stores, and it's been just phenomenal."

Wayne Global specializes in creating unique value packs for trading cards like Pokémon and various sports, as well as high-quality accessories to protect them. By sourcing cards globally and repackaging them into curated products, they bring cards to players and collectors who might otherwise never have access to them.

Designed for the impulse journey

A key to Wayne Global’s retail success is understanding the difference between a planned purchase and an impulse buy, and catering to each. The company offers two distinct formats:

• Large Value Packs: These contain 30 to 50 cards and retail between $9 and $12. These are typically found on end caps or in the toy department of big-box and grocery stores.
• Impulse Packs: Designed for the front end, these smaller packs contain 5 to 10 cards and are priced around $5. "When they're shopping and they're at the front end at the cash register, they could easily grab this for their kids,” says Mills. “It’s just a super simple purchase.”

Why the Pokémon and trading card market is exploding

The current surge in trading cards is driven by a unique demographic overlap. "We have two types of customers," says Mills. "We have the nineties kids that became adults with adult money, and our children.”

This interest is further amplified by influencers on platforms like YouTube, Twitch, and TikTok, with celebrities like Logan Paul and Post Malone bringing massive mainstream attention to Pokémon and Magic: The Gathering. "These influencers are getting on the internet and talking about all this stuff and they collect it,” says Mills. “And then the kids see those influencers and it's sparking that second wave, which is amazing.”

Winning with ECRM Sessions

Wayne Global has seen significant growth through participation in ECRM sessions. In addition to the Buyers Choice Award, the company secured partnerships with Staples.com, Variety Wholesalers and ICM Distributing Company, and has had many promising meetings with buyers at the recent Impulse Session. 

According to Mills, retailers are consistently looking for products that mimic the excitement of original manufacturer packs while maintaining accessible price points, and the demand is relentless. "They just kept asking, banging down our door like a kid in a candy store,” he says.

As Wayne Global continues its transition from the digital shelf to physical aisles, Mills sees a bright future for the category. Despite the learning curve of moving into brick-and-mortar, the company remains focused on meeting demand and expanding its reach to the next generation of collectors and expanding into even more retailers from February’s Impulse Session.

Watch the full video interview below!