Pokémon fans across New Jersey were out before sunrise Friday to get their hands on the highly anticipated “Pitch Black” Pokémon card release.

While many people may only recognize Pikachu, collectors tell News 12 the Pokémon trading card world is far bigger than its most famous mascot.

At Cardtel Lounge in Marlboro, co-owner Ahmed Elgezery said demand for the new set has been intense.

“People plan weeks before about 'Hey, we're going to Target or we're going to Best Buy' sometimes at two, three in the morning and they just wait in line," said Elgezery. "You’ll see people with chairs. Some of them even wear diapers out there.”

For many collectors, the thrill comes from opening packs and discovering what’s inside.

“We’re hyped to rip,” said Elgezery. “What I mean by rip is we take the pack, pull it open and see the cards inside.”

Others are searching for specific cards, though, hoping to complete collections.

Those collectors have an opportunity to find what they're looking for this weekend at a Pokémon expo in Holmdel, where vendors from around the region are buying, selling and trading cards at Bell Works.

"We normally don’t do a Friday show, but we decided to do it for the release of Pitch Black,” said Ronny Vallejo, a volunteer for the expo. “The demand is there. The supply isn’t. It’s always fun to see people trying to get what they want. If they can’t find it there, they try to come here and find it as well.”

The growing popularity of Pokémon cards has also turned the hobby into a serious investment for some collectors. Depending on rarity and demand, individual cards can sell for hundred, sometimes thousands, of dollars.

“In three months, a $10,000 card could be $15,000,” Elgezery told News 12.