The acquisition formalizes a decades-long relationship between the two entities. Based in the U.S., Excell Brands specializes in trading card distribution and retail category management, serving as a critical bridge between manufacturers and big-box retailers. While Pokemon Company International confirmed the deal, the parties did not disclose the financial terms of the transaction.

Strengthening the Supply Chain

TPCi plans to invest heavily in Excell’s infrastructure and operational capabilities to meet surging consumer demand. Despite the change in ownership, the distributor will maintain its independence when working with other retail and brand partners. President Kenji Okubo stated that the move reflects a long-term commitment to the trading card ecosystem, noting Excell’s reputation for deep insight into the needs of fans.

The takeover comes as the secondary market for collectible cards reaches historic highs. According to data reported by The Wall Street Journal, Pokemon cards generated a cumulative return of approximately 3,821% between 2004 and August 2025. This growth significantly outpaced the S&P 500 over the same period, transforming the hobby into a high-stakes asset class.