Hundreds of Pokémon fans across the country turned up for the latest limited-edition release, marking three decades of the franchise.
What began as a video game in the late 1990s has grown into a global phenomenon, spanning trading cards, television shows, films, merchandise and mobile games.
Even celebrities have joined the collecting craze, which has attracted people of all ages, and families now collect together.
While Pokémon cards were once primarily something children traded in the playground, some have become serious investments.
"Little ones of like four or five-years-old are starting to collect and build their own wee binders, with their mum and dads," Popstop employee Suede Taylor said.
"So yeah, it's definitely passing down to the next generation."
The popular trading cards have become so valuable, they’re now catching the attention of thieves. (Source: Breakfast)
Popstop founder Glen Walker said the returns on some cards could now rival traditional investments.
"I've got this box that I’ve got to buy for this amount... and sell it for double that instantly."
Some rare Pokémon cards that once sold for just a few dollars can now be worth thousands — or even millions.
Cardboard gold
But with that value comes another problem: theft.
Earlier this year, around $6000 worth of Pokémon cards were stolen from an Auckland shop, while about $20,000 worth were stolen in Dunedin.
For retailers, protecting the increasingly valuable stock has become a major concern.
Hobby Lords chief executive Liam O'Neil said security measures have had to increase as the value of the cards has risen.
"Security is now a lot higher than it used to be. We used to be a bit more blasé about it.
"But now we have to be very conscious of the fact that we have a lot of stock in terms of money here as well."
The concern extended beyond stores.
O'Neil said the company had worked with couriers to increase security around shipments, after concerns about valuable Pokémon stock being targeted in transit.
"We've already worked with our couriers who also brought extra people with the shipment to avoid anybody trying to carjack the shipment."
He said staff have also been victims of violence.
"I’ve had a staff member quite literally stabbed. That happened in Newmarket about a year ago."
O'Neil said incidents involving Pokémon cards are becoming increasingly frequent.
"I'm hearing about it literally every three or four days — something may just happen."
He called for more support to protect retail workers.
"If we're wanting our retail industry to survive as a whole, we have to protect the workers who are taking abuse."
Still gotta catch 'em all
But for the collectors lining up for today's anniversary release, the thefts had not dampened the excitement.
Extra staff and security guards were brought in at some stores to help manage the crowds.
For Pokémon fans, the goal remained the same after 30 years: Gotta catch 'em all.
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