Nostalgia is increasingly shaping the global collectables market, with items from pop culture commanding record-breaking prices at online auction platforms. European marketplace Catawiki reports that trading cards, comics and vintage memorabilia are experiencing a major surge in demand.
The platform revealed that Pokémon has officially surpassed LEGO in popularity among buyers, highlighting a generational shift in collecting habits. According to experts, millennials and Gen Z collectors are now driving the market as they begin investing in nostalgic items from their childhood.
“Millennials and Gen Z bidders, who grew up with Pokémon cards, games and series thirty years ago, are now reaching their financial peak and investing in the icons of their youth,” said Mickael Mole, Catawiki’s Pokémon expert.
The growing demand for rare trading cards and first-edition items has intensified competition among collectors. Combined with the upcoming 30th anniversary of Pokémon, auction experts say the category is set to remain one of the most closely watched collectables markets in 2026.
Earlier this year, a new global record highlighted the soaring value of Pokémon memorabilia. On February 16, a Pikachu Illustrator card graded PSA 10 was sold on a US auction platform for about $16.49 million (€13.9 million), becoming the most expensive Pokémon card ever sold.
The card had previously been owned by American social media personality Logan Paul, who purchased it privately in 2021 for $5.275 million. The dramatic increase in value demonstrates the extraordinary demand for rare trading cards among collectors.
Catawiki’s data shows the trend is particularly strong in Belgium. The number of Pokémon-related items sold on the platform in the country increased by nearly 60 percent in 2025. In contrast, LEGO dropped out of Belgium’s top ten fastest-growing collectables categories.
Other nostalgic items are also seeing strong growth. Belgian buyers purchased 55 percent more Disney-related merchandise last year, while vinyl record sales on the platform rose by almost 40 percent.
According to Catawiki, these purchases represent more than simple fandom. Collectors increasingly see nostalgic items as both emotional acquisitions and alternative financial investments during uncertain economic times.
Belgium’s famous comic heritage is also benefiting from the nostalgia boom. Works by legendary Belgian comic artist Hergé, creator of The Adventures of Tintin, remain among the most sought-after items on the platform.
Sales of Tintin comics on Catawiki grew by almost 30 percent in 2025. One copy of Tintin in the Congo, originally released in 1931, became the fastest-selling item on the platform last year after being purchased just 21 seconds after listing.
Rare signed editions have proven particularly valuable. A reprint of the Tintin album Men on the Moon from 1962, signed by Hergé and six Apollo astronauts, was sold for €71,000—twice its estimated auction price.
Catawiki also reported a significant increase in participation among Belgian buyers. The number of new bidders from Belgium rose by 20 percent last year, reflecting growing interest in both collectables and investment-grade items.
Alongside nostalgic memorabilia, demand for tangible assets has grown sharply. Bullion—precious metal bars, coins and rounds—was the fastest-growing category among Belgian buyers on Catawiki in 2025.
Belgians purchased twice as much bullion last year compared to 2024. In French-speaking Belgium, “bullion” became the most frequently used search alert on the platform.
Catawiki experts attribute the trend to rising gold prices and increased investor interest in physical assets during uncertain economic conditions.
“More and more people are looking for tangible investments that retain their value, especially in economically uncertain times,” said Ugo Leca, bullion expert at Catawiki.
Luxury watches also saw significant growth among Belgian buyers. Sales increased by 35 percent year-on-year, making watches the category where Belgians spend the most money on the platform.
The most expensive watch sold through Catawiki in 2025 was a Rolex Cosmograph Daytona, which fetched €33,290 at auction.
Experts say the growing popularity of items such as bullion, watches and rare collectables reflects a broader shift in investment behavior.
As economic uncertainty persists, many buyers are increasingly combining passion with practicality—seeking out rare items that offer both emotional satisfaction and long-term financial value.
This article was created using automation technology and was thoroughly edited and fact-checked by one of our editorial staff members
