Pokemon Pop-Tarts are already being resold online for several times their retail price after the nostalgic Target-exclusive snack returned for the franchise’s 30th anniversary.
The limited-edition Pop-Tarts were released as part of Target’s new Pokemon collaboration, which includes more than 100 items across apparel, accessories, home goods, food, and collectibles.
The Pop-Tarts were one of the most talked-about items in the lineup, as the branded toaster pastries had not been available for roughly 25 years. Target’s listing shows the Pop-Tarts Pokemon Frosted Vanilla Cupcake Toaster Pastries released in stores on May 2 and online on May 3.
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Pokemon Pop-Tarts hit eBay after Target launch
While the snack is listed by Target for $2.89, screenshots from eBay’s sold listings show multiple boxes being flipped for much higher prices almost immediately after launch.
Several sold listings dated May 2 show the Target-exclusive Pokemon Pop-Tarts selling for $20, $22, and $24.99, with some listings also charging delivery. Another sold listing showed a box priced at $14.99, with an additional $8.06 delivery fee.
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That means some buyers are paying around five to 10 times the retail price for a single box of toaster pastries, depending on shipping.
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The resale push comes as Pokemon fans have been sharing videos from the launch of the Target collection, with clips showing large crowds rushing displays and grabbing items from the collab. While Pokemon scalping is usually associated with trading cards, figures, and limited collectibles, the Pop-Tarts appear to have been swept up in the same frenzy.
The reaction online has mostly been disbelief, with one viral post showing multiple sold eBay listings captioned: “Scalping Pop Tarts.”
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The situation is especially notable because the Pop-Tarts were already a nostalgia-heavy item for longtime fans. The original Pokemon Pop-Tarts were released around the Pokemon 2000 and Pokemon 3 era, making this new Target version the first major return for the snack in roughly a quarter-century.
Target’s wider Pokemon collection is rolling out in waves, with the first arriving in stores on May 2 and online on May 3. A second drop is still set to follow on June 6.
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