NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
    • The Great NZ Road Trip
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • Deloitte Fast 50
    • Generate wealth weekly
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In

Advertisement
Advertise with NZME.
Home / New Zealand

Collectors fear police aren’t taking Pokémon card thefts seriously

RNZ
29 Jan, 2026 08:53 PM5 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save
    Share this article
Pokemon game cards are popular with children and teens and often collected and traded. Visible cards include Sharpedo, Kabuto and Spearow. Photo / Getty Images

Pokemon game cards are popular with children and teens and often collected and traded. Visible cards include Sharpedo, Kabuto and Spearow. Photo / Getty Images

By Ke-Xin Li of RNZ

Trading cards like Pokémon have become serious business, straddling the worlds of gaming and high-value investment.

Originally created in 1996 for competitive play and on sale for approximately a dollar per card, the most expensive card has since sold for a staggering US$5,275,000 ($8.7m).

And soaring collectible value has turned the cards into targets for theft and fraud.

Liam O’Neill, managing director of Hobby Lords, said they had to beef up security to protect staff after one worker was recently stabbed in a robbery.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

“Each of our stores in this industry has more money [stock value] than jewellery stores. We have to look like jewellery stores with security and alarms, and all bells and whistles.”

And while the burglary is now before the courts, O’Neill said the theft of Pokémon cards was not being taken seriously enough by police.

“Police are under-resourced, understaffed, and that’s causing part of the problem that they don’t have the resources to investigate these crimes.

Advertisement
Advertise with NZME.

“But when it comes to the punishment levels versus jewellery stores, cigarettes, ram raids, do I think the punishment [for card thefts] is lesser than those? Yes, 100 per cent. I don’t think it’s been taken seriously.”

But police deny this, saying they treat all the reports of fraud or theft the same.

In a statement, Superintendent Blair Macdonald, director for service said: “Police treat reports of fraud or theft the same – it doesn’t matter what has been stolen or defrauded, or from what type of community. Police conduct an initial assessment for any matter reported to us, which considers a number of factors in determining whether it will be investigated. This is not based on monetary values.”

Trading cards first became popular in the ’90s. With Pokémon cards, the game Magic: The Gathering was particularly hot at the moment.

O’Neill said one of his customers lost around $25,000 worth of Magic: The Gathering cards when their home was burgled in early January. Two weeks later, a woman walked into O’Neill’s store attempting to trade them.

Staff instantly recognised the cards and made multiple calls to police while trying to keep the woman in store for 90 minutes.

O’Neill said the 90-minute wait for police was a disruption for the business as they discreetly asked other customers to leave, and the woman began behaving aggressively after they told her they knew the cards were stolen.

Police confirmed they had arrested someone in relation to the burglary and have returned stolen items to the victim.

Scams are also widespread within the trading card community, O’Neill said.

“We had a person I know personally stole at least $10,000 worth of stuff from scamming. We had her address, we had a bank account number, we had everything which has been presented to the police, and nothing’s ever happened to them.”

Advertisement
Advertise with NZME.

Macdonald told RNZ they had not identified it as a particular issue of concern, but they encouraged victims of this type of offence to report it.

“Aside from enabling us to investigate if appropriate, it also helps us to build a picture of offending and understand any trends, which in turn can help us more effectively target our response.”

Collector Peter Johnson believed the increase in crime was because of increased publicity over the potential value of trading cards.

“Over the last two years, there has been a small influx of theft going on as the community has seen the value in Pokémon and sees an increase in your investment over a short period of time. So that’s definitely interested a lot of people that are outside of the hobby.”

He had been collecting Pokémon cards since they first launched in 1996.

In the past month, his Umbreon VMAX card – currently valued at $3500 – had been stolen twice at trading events.

Advertisement
Advertise with NZME.

The first time, Johnson recovered the card after alerting the trading card community. It was taken by a 10-year-old boy and later returned by his apologetic parents.

But two weeks later, it was stolen again and was still missing.

“It hurts and it’s sad, but it’s motivated me more to be more alert. This weekend just gone, I’ve put up a tripod and a camera and filmed the whole event.”

Card Merchant Westcity store manager Marshall Stevenson had also seen an increase in shoplifting.

He suspected much of it was carried out by parents trying to fulfil their children’s wish list.

“Any time we hear about particularly valuable collections or a particular card that have ended up being sold within our local area, most of our industry is aware of the situation and will keep an eye out for that sort of thing.

Advertisement
Advertise with NZME.

“Hopefully, someone will be able to come across it at some point, but I don’t hear many of them ever showing up again. A lot of people are able to sell overseas.”

- RNZ

Save
    Share this article

Latest from New Zealand

New Zealand

Ni-Vanuatu RSE worker pleads not guilty to Pukehina orchard murder

30 Jan 02:48 AM
Premium
Politics

NZ, US in discussions over critical minerals framework as Trump seeks to counter China

30 Jan 02:32 AM
New Zealand

Hawke's Bay roads hold up after deluge despite spike in potholes

30 Jan 02:30 AM

Sponsored

Discover Australia with AAT Kings’ easy-going guided holidays 

15 Jan 12:33 AM
Advertisement
Advertise with NZME.

Latest from New Zealand

Ni-Vanuatu RSE worker pleads not guilty to Pukehina orchard murder
New Zealand

Ni-Vanuatu RSE worker pleads not guilty to Pukehina orchard murder

The woman was found dead on New Year's Day at a Pukehina orchard.

30 Jan 02:48 AM
Premium
Premium
NZ, US in discussions over critical minerals framework as Trump seeks to counter China
Politics

NZ, US in discussions over critical minerals framework as Trump seeks to counter China

30 Jan 02:32 AM
Hawke's Bay roads hold up after deluge despite spike in potholes
New Zealand

Hawke's Bay roads hold up after deluge despite spike in potholes

30 Jan 02:30 AM


Discover Australia with AAT Kings’ easy-going guided holidays 
Sponsored

Discover Australia with AAT Kings’ easy-going guided holidays 

15 Jan 12:33 AM
NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2026 NZME Publishing Limited
TOP