The family of late Pokémon influencer Avery the Poké Kid is speaking out after scalpers reportedly began using his death to artificially inflate the price of a 30th Anniversary Jirachi SIR card. Avery, who died at 12 years old after a seven-year battle with pancreatic cancer in late September, was a devoted fan of the Pokémon franchise and its trading card game; his parents had recorded the last time he opened a pair of card packs and shared the video to Instagram a couple days later, showing him excitedly pulling the Jirachi SIR card. Now, that emotional tribute has become the backdrop for a wave of profiteering that the family is publicly condemning.
The footage went viral within the Pokémon community and even caught the attention of the card’s artist, who tearfully reacted to the situation on social media. But what began as a heartfelt memorial has since been co-opted by resellers looking to capitalize on the card’s newfound notoriety. As pointed out by Dexerto, collectors have noticed the 30th Anniversary Jirachi SIR card climbing in price, with one user on X/Twitter noting that it rose from $70 up to $100, most likely due to Avery’s viral posthumous video.
A Memorial Turned Money-Making Machine
The situation has sparked a wave of backlash within the TCG community, with fans expressing outrage at the idea of profiting from a grieving family’s loss. One user writing on X said, “So, what, we’re using a 12-year-old child’s death as a way to increase the price of a fking Pokémon card? I’m utterly disgusted.”
The sentiment was echoed across the platform, with another fan remarked, “I’m so glad I was able to get this card before these losers jack up the price. It would’ve been so much sweeter to make it so everyone could get it to remember him, but nothing matters more than money I guess…”
The fervor around this particular card has grown so loud that Avery’s family felt compelled to address the situation directly. They published a statement on Avery’s official Instagram account, where they distanced themselves from any cards supposedly being sold in his name and urged scalpers to take down any listings they may have that reference him.
“We are not involved in or benefiting from any cards being sold in Avery’s name or likeness. We have not approved these sales. We have asked sellers to take their listings down. Please do so immediately. This does not honor Avery’s generous heart. We are mourning our son and caring for our children. Please let us do that in peace,” they wrote.
Avery the Poké Kid’s family
Commenters flooded the post with words of support and condemnation of the scalpers, with one writing, “I can’t believe scalpers are trying to profit off your pain. I’m so sorry, I can’t even imagine how this all is weighing on you guys when you’re just trying to live and heal.”
“Horrible that you have to even talk about this. Just know that there are decent humans praying for your family and not involved with this,” another said.
Supply Shortages Fuel the Reseller Frenzy
The card in question is part of the Pokémon 30th Anniversary Trading Cards collection, a set that has drawn significant attention from collectors. MEDIA_1 MEDIA_2
Scalpers haven’t been getting off scot-free, though; the Pokémon Company made enough supply for its 30th Anniversary collection that resellers felt the impact on their businesses and went viral after moaning about everyone else getting the chance to buy some stock for themselves at regular retail prices. The irony of the situation is that the very scarcity driving up prices stems from a card that was meant to be widely accessible as a tribute to Avery, rather than a rare commodity locked behind inflated markups.
For the family, the entire episode is a painful reminder of how quickly a moment of genuine human connection can be reduced to a transaction. Avery’s parents had hoped his final card-opening video would serve as a lasting, joyful legacy for a young fan who passed away far too soon. Instead, the card he pulled in that video has become a symbol of the very greed the community is now railing against.
Looking Ahead
The family’s statement has so far been met with widespread sympathy, and many in the community are hoping the pressure will force scalpers to remove their listings. Whether the Pokémon Company will take additional steps to protect the integrity of the 30th Anniversary collection remains to be seen, but the incident has reignited an ongoing conversation about ethics in the collectibles market and the responsibility of resellers.
As the community continues to process Avery’s loss, the focus is shifting back toward honoring his memory in the way his family clearly wishes — through support, remembrance, and a shared appreciation for the joy he brought to the Pokémon fandom, rather than the profit margins of those who would exploit it.
Virginia (she/her) is IGN’s News Editor. With ten years of experience reporting on games and entertainment, she’s got a storied background in the fighting game community, influencer news, and viral online trends. Find her on Twitter at @TheeMissGlaze.
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