London, UK – A chaotic scene erupted on Oxford Street on April 3, 2026, as a frenzied crowd of Pokémon fans forced open the shutters of Sports Direct’s flagship store to get their hands on a rare trading card release.

Footage from inside shows a mob of shoppers pushing through the bent shutter half an hour before opening, rushing across the store and sending shoes and clothes flying. One super fan even sprinted to the back at top speed despite using crutches. Signage was damaged, including the letter “A” from a GAME sign near the entrance.

Staff struggled to manage the crowd as shoppers grabbed Elite Trainer Boxes and other limited Pokémon TCG products. Police were stationed outside, but no injuries were reported.

The commotion was sparked by a restock of Mega Evolution – Ascended Heroes cards, featuring characters like Gengar and Pikachu. A complete set can fetch up to £4,500, making them highly prized among collectors. Oxford Street’s stock reportedly sold out within 20 minutes.

Demand for Pokémon TCG remains intense, with customers restricted to one set each. The trading card game, launched in the 1990s, continues to attract both children and adults, and its market has grown into a multi-billion-pound industry.

Experts note that rare Pokémon cards are now treated as investments, sometimes fetching millions, as demonstrated by a PSA 10 Pikachu Illustrator card that sold for £12.1 million earlier this year.

The incident highlights the growing frenzy surrounding collectible trading cards, where excitement and high value combine to create dangerous and chaotic shopping conditions.

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