Brother and Sister Duo Who Created Europe’s Largest Trading Card Event in Just Three Years

From the evolution of a conversation held at a family dinner to becoming Europe’s largest cards and collectibles show, learn how a brother and sister duo are taking the trading card industry by storm 

[London, UK – October 2024] – What began as a simple conversation at a family dinner has turned into Europe’s largest trading card event, all thanks to a brother sister duo from London. Inspired by his father’s encouragement to pursue his passion, Harry Reynolds, along with his sister Katie Hughes, has transformed a gathering of 40 people into a global event, attracting more than 6,000 attendees from across the world, in just three short years! On 2nd and 3rd November, 2024, London Card Show is ready with its 14th edition, taking place at Sandown Park Racecourse, Surrey and going to mark its biggest event yet.

From their humble beginnings in 2021, when the first event hosted just 10 tables and few attendees, Harry and Katie have grown the London Card Show into a must-visit event for the UK's trading cards and collectibles community. The show caters to all interests, including sports like Football, Basketball, NBA, F1 and Cricket, along with Anime like Pokémon, Yu-Gi-Oh!, One Piece, Disney Lorcana as well as other pop culture favourites. Suitable for all ages, the London Card Show is a haven for collectors, traders, and enthusiasts, as well as being a great day out for all the family. 

The show has also been nominated in two categories at the Growing Business Awards: in the ‘Family Owned Business of the Year’ and ‘Customer Experience and Loyalty Award – Small Business’ categories for 2024.

In a world where digital interactions often overshadow tangible experiences, Harry, Katie, along with their whole family, have found a unique way to bridge generational gaps and cultivate shared passions through trading cards.

The card collecting pastime is thriving, with trading card sales increasing by an incredible 113% across Europe in 2021 alone[1] with 71% of adults across the UK reporting an increase in hobby engagement since the pandemic,[2]. Studies have suggested that hobbies like card collecting provide an outlet from anxiety and provide a sense of connection in an increasingly digital and isolated world.

Katie, COO at London Card Show, recollects how it all started, “I thought it was a joke at first, but after some thought, I realised it was coming at the perfect time; interest in the hobby was growing at an exponential rate and it made sense for us to start a fanclub of sorts and when the interest grew, we continued to expand the upcoming shows in terms of size and immersive elements. I was also looking for a new venture in my career, having spent six years honing my marketing & event skills at Hard Rock Cafe.

CEO of LCS, Harry said, "Our bond as siblings and business partners has been key to our success. We’re fortunate to love what we do, which makes it all the more rewarding.” Harry notes, “Our passion sometimes leads to disagreements, but trusting each other’s vision has brought us closer. The London Card Show has strengthened our bond.”

“My dad encouraged me to start the London Card Show. He always said to us, if you love what you do, you’ll never work a day in your life. Having a father who is supportive of and invested in your interests creates a truly unique bond.”

The London Card Show is truly a family-run business, with every member playing a vital role. From their Mum handling the front desk to their sister Lucy managing the tuck shop and merchandise store, and even their Grandparents assisting with setting up tables, it’s a collaborative family effort. Katie’s husband, James Hughes, who is Harry’s brother-in-law, serves as the Marketing Director, further solidifying the family’s involvement in the show’s operations.

The Show has seen some of the world’s rarest cards pass through its doors, including the headline-making Messi-Ronaldo Dual Auto 1/1 Superfractor card, which sold for an astonishing £67,000 after it was consigned during the August show in 2024. The growing card market has turned such shows into essential destinations for both serious investors and casual collectors. 

Due to the continued rising popularity of the show, it is attended by some of the biggest names in pop culture and sports, who’re also TCG fans. Guests for the next show in November include iconic American actress Tara Sands, who voiced Bulbasaur and over 50 characters in the Pokémon series, as well as Paul Merson, England and Arsenal football legend. 

Anime’s explosive popularity in the UK, as seen with shows like Pokémon, Attack on Titan, My Hero Academia, and Demon Slayer, has also fuelled a surge in interest across multiple industries, including trading cards. With streaming platforms like Crunchyroll, Netflix, and YouTube making anime more accessible to a wider audience, the demand for anime-related products has soared [3]. Sales of anime merchandise, including trading cards and collectibles, have experienced double-digit growth across the UK in recent years [4].

"The rising popularity of TCG and Anime in the UK can be attributed to several key factors," says Katie Hughes, COO of the London Card Show. "Once a niche hobby, streaming services have made anime easily accessible to a wider range of people, and this surge in interest extends to trading cards and collectibles."

One of the most fascinating trends is the rise in young people investing in trading cards and collectibles. Research reveals that 1 in 10 adults now invest in luxury goods, with cards, comics, and collectibles ranking third among the most popular investment categories. Collectibles, including limited edition items like Pokémon cards, vinyl records, and classic trainers, appeal to young investors looking to make future returns on relatively low-cost investments [5].

The golden age of sports trading cards emerged in the 1980s and 1990s when companies like Topps, Upper Deck, and Fleer began producing autographed, memorabilia, and limited-edition cards. Today, the definition of "sports trading cards" has broadened to include collectible card games like Pokémon and Magic: The Gathering, with some cards reaching six-figure valuations [6].

Market Decipher, a consulting firm, reported that the sports memorabilia market, which includes trading cards, was valued at $33 billion in 2022 and is expected to grow nearly sevenfold by 2032 to around $227 billion [7]. Meanwhile, Kings Research valued the sports trading card market at $9.69 billion in 2022, projecting it to reach $20.48 billion by 2030 [8]. 

This rapid increase in value is largely due to the growing scarcity of vintage cards and the rising popularity of limited-edition releases. Record-breaking sales, like the $12.6 million sale of a 1952 Mickey Mantle card in 2022, underscore the potential for significant returns [9]. 

Trading cards have also emerged as a popular alternative investment, attracting both collectors and investors seeking high returns, especially with rare or limited-edition cards featuring iconic athletes or characters. Their appeal is not just financial; many investors are driven by nostalgia or a personal connection to the cards. These collectibles also offer portfolio diversification, behaving differently from traditional assets like stocks or bonds, and their physical nature adds to their value compared to digital investments [10].

Some view trading cards as a hedge against inflation, as they can retain or grow in value during economic downturns. The market is accessible, with various entry price points and a strong community of collectors and traders. Success in this market often depends on understanding trends, card rarity, and condition, but like any investment, it carries risks such as market fluctuations and shifts in consumer interest [11].

"Cards and collectibles offer a more affordable entry point for younger investors compared to traditional luxury items like art or watches," says Harry Reynolds, CEO of the London Card Show. "It's become more than just a hobby – it’s now an investment opportunity that people of all ages are exploring."

As Anime, Pokémon, Yu-Gi-Oh!, and other TCG franchises continue to grow - London Card Show has embraced the idea of constant evolution in the hobby, offering an immersive experience for collectors of all ages. Vendors at the show have responded to the growing demand by expanding their offerings to include a wide variety of anime-related trading cards and merchandise.

Katie adds, “It’s amazing how far we’ve come. Despite the saying that you shouldn’t work with family, our passion has created a strong partnership. From our Mum at the front desk to our sister managing zones, and even our grandparents helping with the tablecloths, it's truly a family effort. My husband, James Hughes, also serves as our Marketing Director.”

As the upcoming London Card Show prepares to welcome over 6,000 collectors and enthusiasts this November, the event continues to offer something for everyone. With a 33% increase in both capacity for attendees and vendors, the November show will feature multiple trading floors, a VIP lounge, a plethora of activities and Iconic guests. 

"There's no better feeling than seeing families, friends, and newcomers explore the show together and make memories," adds Harry Reynolds. "Our goal has always been to create a space where people can come together, connect over their love for collecting, and just have a fantastic time."

From kids just starting their card-collecting journey to seasoned investors hunting for rare finds, LCS provides a community-driven atmosphere where families can bond over shared interests.The event continues to evolve with each edition, cementing its status as Europe’s leading trading card event and a key player in the global collectibles scene.

Ends

Editors notes

Notes to Editors

For media enquiries or interviews with founder & CEO Harry Reynolds and COO Katie Hughes, please contact gazal@plus1comms.com.

For tickets and more information, visit the official London Card Show website at www.londoncardshow.co.uk.

Sources

1. https://hypebeast.com/2021/2/ebay-trading-card-report-142-percent-increase-in-sales-news
2.  John Worthington, UK Hobbies and Interests Market Report 2021, 2021.
3. Mercer, C. (2018). “The evolution of broadband in the UK: Development, impact, and future trends”. London: Palgrave Macmillan. 
4. Annett, S. (2014). "Transcultural Animation Fan Communities." 
5. Investec Wealth and Investment. “One in ten adults are ‘magpie investors’, investing in luxury items for profit.”
6. Nasdaq. “Is Investing in Sports Cards a Viable Investment?”
7. Market Decipher. “The global sports memorabilia market is expected to reach $227.2 billion by 2032, up from $26.1 billion in 2021.”
8. Kings Research.”Sports Trading Cards Market to Grow Substantially, Accounting for USD 20.48 Billion by 2030, with North America Leading the Market as Popularity for Sports Trading Cards Rises”.
9. Forbes. “1952 Mickey Mantle Card Sells For Record $12.6 Million At Auction”
10. Benzinga. “What Are Trading Cards and Should You Invest in Them?”
11. Benzinga. “What Are Trading Cards and Should You Invest in Them?”

About London Card Show

Founded in 2021, the London Card Show was set up with a singular mission: to bring card collectors of all types under one roof. What initially began as a gathering of 10 tables and 40 attendees has since blossomed into a spectacular weekend-long event, attracting over 6,000 enthusiasts from across the globe. Their journey has been ignited by the passion of fans, having recently been crowned the UK’s Card Show of the Year!

Harry Reynolds, Founder & CEO of the London Card Show

Harry Reynolds, a natural-born entrepreneur, embarked on his journey at a young age, continually seeking innovative ways to seize opportunities and bridge market gaps. His passion for trading cards began during university, where he turned a £10 investment into an impressive £10,000 after discovering the value of cards. Harry's YouTube live streams and TikTok presence catapulted him into the UK card community, where he gained recognition for his unique trading card mystery box breaks. With unwavering determination, he pioneered the London Card Show, and saw it evolve from a small gathering to Europe's largest card event. Harry's dedication has led to global recognition, and he remains committed to fostering a welcoming and inclusive card community for enthusiasts of all backgrounds.

Katie Hughes, Chief Operating Officer at the London Card Show

Katie Hughes, driven by a passion for creativity ignited during her school years, found her true calling in the world of marketing. After a marketing degree at university and six rewarding years within Hard Rock Cafe's marketing department, she embarked on a remarkable journey with the London Card Show. Initially unsure of what to expect from the card industry, she quickly fell in love with it. Her marketing strategy thrived on ingenuity, emphasising community engagement over traditional methods and achieving an exceptional 7% engagement rate, far surpassing industry standards. Her dedication and vision were instrumental in propelling the London Card Show to unprecedented success, doubling attendance and vendor tables within a year. Her dedication to her role, her family's support, and her commitment to the event's success have made her an indispensable asset to the London Card Show's remarkable transformation.

Tara Sands

Tara Sands has appeared on stage, in television and in all types of media doing voice over work. Her voice can be heard on hundreds of radio and TV commercials, audiobooks, video games, and on several popular cartoons including over 50 characters in the original English Pokemon series including Bulbasaur, Richie, Jasmine, Oddish, Yamper and Tori. Some other roles include Biscuit in HunterXHunter, Mokuba in Yu-Gi-Oh!, Kari in Digimon Adventure Tri, Anna in Shaman King, Curious in My Hero Academia, Momo and Utahime in Jujutsu Kaisen, Kirio Hikifume in Bleach: Thousand-Year Blood War, Kombu Infinity in One Punch Man, Circe in Generator Rex, Young Jin in Anohana, Filia in Slayers, Summer in Barbie: Life in The Dreamhouse, Death 13/Mannish Boy in Jojo's Bizarre Adventure, Namida in Boruto, Sonia in Fire Emblem, Kyu in Bungou Stray Dogs, Ruby in Rainbow High and lots more.