Mayhem Collectables is a sports and trading card store for the 21st century

The past few years have affected everyone differently, but Michael Zito saw several clear patterns emerging over that period. “I think everyone reverted back to what they did as children during Covid,” he says. For him, that meant rediscovering a love of Pokémon cards with his best friend, also named Michael. 

“I was just scrolling YouTube and I saw people opening packs… It looked pretty cool so I asked Mick if he wanted to have a crack at it,” he recalls. “We started off with a box of Pokémon cards, and it was like discovering that world all over again so we just fell in love with it.” 

Before long they were also collecting Yu-Gi-Oh!, Dragon Ball and basketball cards, but because they were all sold in different stores the new hobby soon became very time-consuming. Not only that, “it felt like the products had changed so much in the last 30 years but the aesthetic of the stores hadn’t and they really didn’t feel inviting.” 

So the pair started their own online store early in 2022 and soon began plotting a physical store “that belonged in the 21st century.” That meant creating a space that was welcoming for both experts and beginners, and that had a strong focus on education and inclusivity. 

“These brands collectively spend billions of dollars on marketing,” says Zito. “I don't need to sell you into Pokémon or basketball cards, because they're going to sell regardless. What I want to do is provide a great customer experience, and that includes building a community.” 

So when Mayhem Collectables opened on The Parade in mid-2022, the space included pinball machines and free arcade games, a couch to sit on while opening cards and a free coffee machine. Regular trade days encourage customers to bring their own cards in and trade with each other, with the staff ensuring there are no fake cards or unfair deals. And when these days are hosted by Michael "Ando" Anderson, a popular Youtuber with over 2.5 million subscribers, the line stretches out the door. 

Zito also does instore trades and customers can buy and sell individual cards. With 300,000 to 400,000 cards in the storeroom, he estimates Mayhem has “Adelaide's largest range of Pokémon cards” and he shares his expertise with parents in masterclasses explaining why they are so popular and valuable.

Because his customers range in age from five to fifty-five years old, Zito caters to every type of collector; as well as unopened packs, Mayhem sells individual cards that range from $5 up to $20,000 basketball cards (“it's the closest thing you can do to buying shares in a player you love”). And for those just starting out, there’s a vending machine that he describes as “a 21st century lucky dip” with $3, $5 and $10 mystery packs that are made up instore and guaranteed to equal their face value. 

It’s all part of his mission to create a new, more welcoming experience for collectors. “We’re lucky to have such amazing customers,” says Zito, “but it’s because we’ve tried to make a store that is enjoyable, educational and accessible for everyone.”