If you want to get the Pokemon EX figures the simplist way to go about it is to use Gems to buy the Booster 6-Pack from the in-game store. For example, for 300 Gems you are guaranteed at least one EX-rare Pokemon figure. Listed below are several ways apart from spending real money that you can get those Gems.
Daily Login
The game will deliver rewards to your inbox each day that you login. To access your inbox just tap the icon to the right of the 'Play' button on the main menu screen and then look for the envelope icon that says 'Messages'. The daily reward may not always be Gems though.
Complete Daily Missions
Daily Missions refresh every 24 hours and involve completing simple tasks like playing a League Match, winning two matches in a row or watching a featured battle. You are presented with three of these tasks each day and when you manage to complete a total of 10 of them a Special Mission will become unlocked which will give you the opportunity to earn more rewards. Not all the Daily Missions will yeild Gems though and you won’t know which of them do until you unlock the treasure chest you receive upon completion.
Complete Quests
Winning battles in the single-player storyline that features a worldwide tournament to decide who the best Pokemon figure player is will earn you gems. Specifically at the end of each floor of each hotel when you beat the concierge.