In an interview with the Japanese news site Livedoor (that Kotaku translated thanks to Japanese resident and freelancer writer Diamond Feit), store manager Sho Watanabe explained the decision behind creating the kid-friendly sale section:

“Many shops exhaust their entire stock [of Pokémon cards] as soon as they go on sale, and people active late at night or early in the morning always seem to buy [the cards],” Watanabe told Livedoor. “By allocating half our stock for general customers, shops can continue to sell [the cards] to students and young children. Selling [goods] to children not only pleases them, but their parents as well. [We] feel this method of sales enables us to satisfy the greatest number of customers when the items are in such limited supply.”

As Kanda University Ph.D. lecturer Jeffrey Hall suggested on Twitter, Hareruya 2's goal seems to be preventing the resale of the Clay Burst and Snow Hazard packs, which went for thousands of dollars when they dropped on April 14.


Kotaku reached out to Hareruya 2 and The Pokémon Company for comment.

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It’s deeply funny that a hobby primarily aimed at kids has become so dominated by adult capitalist brain worms, to the point that a store has to remind adults that kids like to collect and play with Pokémon cards, too. Kids should be entitled to enjoy things, so I don’t know, calm down and let them? Or at the very least, give them an opportunity to score some of the same cards you’re vying for.