McDonald's Japan's Pokemon card Happy Meals promotion suffers a disappointing conclusion
In an unexpected turn of events, McDonald's Japan has halted a promotional campaign for its Happy Meals, featuring Pokémon cards, due to resellers discarding the food and creating trash outside stores.
The demand for the Pokémon cards, which were being resold for up to tens of thousands of yen (hundreds of dollars) online, led to an overwhelming response. Unusually large crowds flocked to McDonald's stores when the meals with Pokémon cards went on sale, causing significant shortages and frustration for genuine customers.
As a result, many Happy Meals containing the cards were reportedly discarded uneaten, leading to a notable increase in food waste. Mounds of wasted food were found near the stores, causing public backlash.
In response to these issues, McDonald's Japan has taken several steps. The company issued public apologies for the early ending and inconvenience caused to customers. They also requested customers to refrain from purchasing Happy Meals for the purpose of reselling and to avoid ordering more food than they can consume.
Moreover, McDonald's Japan is considering implementing stricter controls to limit bulk buying and discourage scalpers. This includes the possibility of denying service to customers who fail to abide by these new rules. The company is also considering ending online orders for Happy Meals to prevent resellers from buying in large quantities.
The popularity of collecting Pokémon cards among adults and children in many places, with the most sought-after cards selling for $1,000 or more, contributed to the frenzy. The Happy Meals, known as Happy Sets in Japan, usually sell for 510 yen ($3.40).
McDonald's Japan expressed regret, stating that the situation goes against their longtime philosophy of offering a fun dining experience for children and families. They are now working on ways to prevent a similar situation from happening again.
[1] Nikkei Asia [2] Reuters [3] CNN [4] BBC News [5] The Guardian
- The extensive demand for Pokémon cards within the realm of art and collectibles, which can be resold for substantial amounts, was covered by Nikkei Asia.
- CNN reported on the financial impact of the Pokémon card craze, with the most valuable cards selling for over a thousand dollars.
- Lifestyle and food-and-drink news outlets such as The Guardian and BBC News highlighted the increased food waste resulting from resellers focusing on the cards rather than the meal content of the Happy Meals.
