If you're a fan of shiny cardboard and pocket monsters, mark your calendar. This Friday, one of the biggest names in Pokémon content is throwing a party you won't want to miss.
Lee Steinfeld, known to millions online as Leonhart, is a former lawyer who ditched the briefcase for a life of opening Pokémon card packs on YouTube. As the brand celebrates its 30th anniversary on February 27th—Pokémon Day—he's going, in his own words, "massive."
"30 years. I'm 39. It's been part of my life for most of it. I have to go massive," Leonhart told MarketDash.
His plan? To open one pack from every single Pokémon card set ever released. Every. Single. One. It's a feat he says has never been attempted before, and it's happening live on his channel for his nearly two-million-strong "Hart Squad" and Pokémon fans worldwide.
Think about that for a second. The Pokémon Trading Card Game has been around since 1996 in Japan and 1999 in the U.S. That's a lot of sets, and tracking down packs from some of the earliest releases isn't cheap or easy. Leonhart did a version of this in December 2023, but several new sets have dropped since then, and the old ones have only gotten more precious.
That two-hour 2023 video racked up around 2.5 million views. This one, for the big 3-0, promises to be even bigger.
More Than Just an Opening: A Charity Event
But this isn't just about the thrill of the rip. True to form, Leonhart has woven charity into the project's core. He's giving away every single card he pulls from those historic packs.
"I'm giving away EVERY card I pull from EVERY pack of Pokémon cards ever made! Only need to donate $5 to the National Alliance on Mental Illness for a chance to win everything!" he announced on social media, sharing a link to the donation page.
Charity and mental health advocacy have been pillars of his channel since he left his law career in 2017 to create Pokémon content full-time—a move that coincided with the brand's massive resurgence thanks to 2016's Pokémon Go.
The Engine of Nostalgia
So, what keeps a brand like Pokémon thriving for three decades, through video games, cards, TV shows, and movies? According to Leonhart, it's a simple, powerful force: nostalgia.
"Nostalgia is one of the most powerful things and words in the entire world," he said.
His first memories are of the original Game Boy games (Red and Blue) and the animated show, which hit the U.S. before the cards did. Those memories pulled him back in years later and ultimately fueled his career.
"You have generations of people that love Pokémon," he explained. It's a self-perpetuating cycle. Older fans get hit with waves of nostalgia, while new generations discover the brand through fresh characters and products, creating a continuous, multi-generational fanbase.
"I'm nearly speechless when I think about the ways I've celebrated Pokémon over the decades as the brand turns 30," he admitted.
The Bigger Picture
This celebration comes at a poignant time for the collectibles market. It follows news of a record-breaking sale for the ultra-rare Pikachu Illustrator card, a reminder of the serious financial and emotional value tied to these pieces of "shiny cardboard."
The brand itself is a powerhouse partnership. The Pokémon Company is jointly owned by the game's original developer, Game Freak, the toy and card game specialist Creatures, and the gaming giant Nintendo (NTDOY). Notably, shares of Nintendo have been powering higher recently.
For Leonhart, Friday's marathon is the ultimate tribute to a franchise that has defined much of his life and the lives of millions. It's a blend of spectacle, charity, and pure, unadulterated fandom—a fitting way to mark 30 years of catching 'em all.
