McDonald's Japan Apologizes as Pokémon Card Promotion Faces Reseller Backlash and Early Halt

A highly anticipated promotional campaign by McDonald's Japan, offering exclusive Pokémon Trading Card Game cards with their popular Happy Meals, faced an abrupt halt. This sparked widespread disappointment and prompted an official apology from the fast-food giant. Intended to captivate fans from August 9 to August 11, the special offer was terminated at the vast majority of stores in less than 24 hours. This was a direct consequence of overwhelming demand and aggressive exploitation by resellers.

The promotion had promised two-card packs, each guaranteeing a beloved Pikachu card alongside a random second Pokémon. These included fan favorites like Sprigatito, Fuecoco, Quaxly, Ralts, and Riolu. This strategic tie-in aimed to capitalize on the enduring global phenomenon of the Pokémon franchise, particularly its immense popularity across Japan. However, the excitement quickly devolved into chaos.

The Impact of Resellers

Opportunistic resellers descended upon McDonald's locations, acquiring colossal quantities of Happy Meals solely to flip the coveted cards online at exorbitant markups. This rampant speculative buying led to severe store congestion and, more alarmingly, significant food waste. Countless uneaten meals were discarded, their only value extracted being the collectible cards within.

In response to the public outcry and operational disruptions, McDonald's Japan promptly issued a heartfelt apology on its official website. The company expressed profound regret for letting down genuine customers and devoted fans who had eagerly awaited the cards. McDonald's underscored its firm stance against purchases made for resale, implementing an immediate request for customers to limit their Happy Meal acquisitions to a maximum of five per order. This aimed to ensure broader access for all.

Looking ahead, McDonald's Japan has forged a partnership with the online marketplace Mercari. They are collaborating to exchange crucial information and reinforce measures against copyright infringement and malicious hoarding. The company is also exploring the implementation of even stricter purchase limits and is considering a ban on offending customer accounts. All these efforts are concerted to safeguard the integrity and enjoyment of future Pokémon promotions for its loyal fanbase. While the incident highlights the persistent challenges in managing high-demand collectible promotions within Japan's vibrant pop culture landscape, particularly for a franchise as globally cherished as Pokémon, McDonald's Japan has yet to announce any plans for a re-issue of the now-elusive limited-edition cards.