The Pokemon Company is deploying facial recognition technology at Pokemon Card Stores across Japan to combat scalping. Starting soon, adult shoppers and children above a certain age must submit to mandatory face scans to enter a store. Each customer can visit only once per day.

The measure directly targets resellers who bulk-buy cards and resell them at inflated prices. This practice has plagued the Pokemon trading card hobby since 2020, when pandemic lockdowns and supply chain disruptions sent demand skyrocketing. Scalpers exploited shortages, clearing store shelves and pricing out casual collectors.

The Pokemon Company considers facial recognition necessary to create what it calls a "safe shopping environment." Preschoolers bypass the scan requirement but must have a guardian present. The one-visit-per-day limit works alongside the technology to prevent coordinated bulk purchases.

Japan's approach reflects broader industry frustration with secondary market manipulation. Pokemon cards remain one of the most counterfeited collectibles globally, and artificial scarcity drives prices upward. A single base set booster box that retailed for roughly $100 in 1999 now sells for thousands.

This isn't The Pokemon Company's first intervention. Previous efforts included purchase limits, online lottery systems, and retail exclusivity deals. Those tactics saw mixed success.

Facial recognition adoption in retail remains controversial elsewhere. Privacy advocates worry about data storage, facial match accuracy, and scope creep. Japan's implementation raises questions about whether comparable systems will expand to other regions or products.

For collectors, the system offers relief from empty shelves and artificial price inflation. Casual players can finally purchase packs at face value. For scalpers, the measure directly restricts their operational capacity.

The rollout begins at select locations, with expansion planned. Results will inform whether other markets adopt similar technology. The Pokemon Company signals it will protect product availability even through invasive means. The