Gotta Catch Em’ All – Cheetozard Auction
Recently, Maurizio Cattelan’s Comedian was sold for $6.2 million. This sale is enough to justify the hype behind novelty items. But this isn’t an isolated incident, a 3-inch long Flamin’ Hot Cheeto resembling Charizard, the dragon-like Pokemon, recently fetched an astonishing $87,840 at auction. The online auction ran from February 10 – March 2.
Cheetozard – A Pokémon-Shaped Cheeto
Nicknamed ‘Cheetozard,’ it sat on a custom Pokémon card with HP, CP, and other details. It was secured in a custom protective case designed by Jordan Tkacsik to safeguard its integrity. The initial bid of $250 escalated rapidly, reaching $72,000 plus fees after 60 bids.
The memorabilia’s owner, Paul Bartlett (owner, of 1st and Goal Collectibles) originally bought the artwork for $350 (against a $500 listing) from eBay in 2019. The Cheetozard auction sale was a dramatic 24,997% increase. When Bartlett posted the Cheetozard on Instagram, it became an internet sensation.
Cheetozard Auction
At first, Bartlett attempted to sell the Cheetozard on eBay. However, the company didn’t permit him to deliver the edible collectable in person, so a $10,000 sale fell through. Later, Bartlett took it to Collect-A-Con and sold it to the online trading card platform Arena Club for $10,000 to an anonymous buyer. Later, it appeared at Goldin Auction House.
According to the auction, house’s website, the Cheetozard, a Pokémon-shaped cheeto, “was initially discovered and preserved sometime between 2018-2022 by 1st & Goal Collectibles. The Cheeto surged in popularity on social media platforms in late 2024.” After about 60 bids in the 2025 February Pop Culture Elite Auction, it was ultimately sold for $72,000 (excluding the buyer’s premium), wherein the total price came to $87,840.
Tina Mahal on Cheetozard
Senior VP of Marketing (PepsiCo Foods US), Tina Mahal told CNN, “Cheetos are crafted with individual care and designed to be unique, and the ‘Cheetozard’ is no exception. It’s a longstanding tradition for fans to search for fun, interesting shapes and sizes inside every Cheetos bag, and we always love to see what they find.”
Dave Amermanat on Cheetozard
Goldin’s Head of Consignment Dae Amermanat confided in Today, “Goldin specializes in rare and one-of-a-kind collectibles, and the Cheetozard is exactly this. Part of what makes this item so fun and unique is that it bridges two fandoms—Pokémon and Cheetos.”
Image Courtesy – Today Show
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