This unconventional approach gained traction following a widely circulated video featuring a supposed Target manager intentionally opening new Pokémon trading card boxes before they hit the shelves. In the footage, the manager explains to off-camera customers that this measure is a corporate directive designed to mitigate issues with scalpers. He asserts that this policy is being enforced on a store-by-store basis to address the problem directly.

While Target has not yet officially commented on the matter, numerous anecdotal accounts appear to support the manager's statements. For instance, a Reddit user recently shared an image of a Pokémon box with its seal broken, claiming it was done at the checkout counter. This incident further corroborates the reports of Target's new strategy.

The initial video quickly became a viral sensation for several reasons. Part of its appeal lies in the humorous exchanges between customers and the manager, who steadfastly offers them the choice to buy the unsealed box or not. One customer humorously protests, suggesting this move impacts The Pokémon Company's sales, yet still proceeds with the purchase.

However, the primary reason for the video's widespread attention is the gravity of the situation it depicts. If these reports are accurate, it would represent one of the most extreme actions taken by a major retailer to combat undesirable behavior surrounding Pokémon cards. The intense demand for these cards has led to customers, especially resellers, camping outside stores overnight, hoping to acquire new boxes for resale at exorbitant prices. Despite retailers imposing purchase limits, altercations remain frequent. The product's popularity has also been linked to an increase in Pokémon-related thefts, and in some areas, the challenges associated with selling these cards have led stores to discontinue them entirely.

Target has often found itself at the epicenter of these public disputes. Following a 2021 incident involving a weapon in one of its parking lots, the retailer temporarily halted sales of collectibles. Since then, some Target locations have introduced new security measures, such as storing products behind customer service desks or implementing queue systems for sales.

Although the practice of unsealing Pokémon boxes is not yet universally adopted, many Pokémon enthusiasts have expressed enthusiasm for the idea. One Redditor commented that this action was "long overdue," while another hailed the video as the "best of 2026."

Nevertheless, not everyone is pleased with this development. Some collectors prefer to acquire sealed Pokémon products for their personal collections, not for resale. Others believe that while the tactic is a step in the right direction, it may not entirely resolve the problem. Resellers could still profit from individual packs, and paradoxically, a scarcity of sealed products might drive up prices for the remaining pristine boxes. Target stores that do not implement this unsealing policy could experience an overwhelming surge in demand.

The Pokémon Company, in conjunction with various retailers, has been exploring different strategies to manage the fervent demand for Pokémon products. Some local card shops already unseal products at the point of sale or administer tests to ensure buyers are genuine fans. In Japan, The Pokémon Company will soon mandate ID verification for product purchases. Additionally, a recent report from a prominent Pokémon website indicated that the company plans to restrict the sale of high-value graded cards at official events.

Despite the efforts of some retailers and shops to impose limitations, many others remain unconcerned if a select few individuals clear out their shelves. Ultimately, for these establishments, a sale is a sale, regardless of who is making the purchase or their intentions.