The director of Art Basel Paris warned his event must reach a new generation of collectors who are just as likely to buy a Pokemon card as a painting.
Speaking ahead of next month's fair, Karim Crippa said "among Gen-Z buyers and some millennials" there is "no longer really a hierarchy among the things that interest them, or that they consider worthy of investment".
Crippa said the "Great Wealth Transfer" had created a new generation of "potential new collectors" and more had to be done to reach them.
Speaking to the Art Basel magazine, he said: "Whether it is a pair of collectible sneakers, a particularly rare Pokemon card, or a painting by Issy Wood, everything exists on the same plane of desirability. It is therefore up to us to ensure that art is just as desirable as other goods, if not more so."