McDonald’s Japan Delays Toy Giveaway After Pokémon Promotion Sparks Backlash
McDonald’s Japan has postponed its upcoming “Happy Set” toy campaign following criticism that a recent Pokémon-themed giveaway triggered widespread food waste and profiteering.
The fast-food chain announced on Thursday that its collaboration with the hit manga and anime franchise One Piece – scheduled to launch on 29 August – will no longer proceed as planned. Instead, customers will receive toys from past promotions while the company reviews its approach to giveaways.
The decision comes after a Pokémon card promotion earlier this month caused a frenzy, with long lines at restaurants and bulk purchases of children’s meals. Many customers were reported to have discarded the food just to obtain the limited-edition cards, which quickly appeared on resale platforms for large sums. Though intended to run for three days, supplies were exhausted in many outlets within hours.
Images of dumped meals circulating online prompted public outrage, and Japan’s Consumer Affairs Agency has urged McDonald’s to improve its sales strategy to prevent food waste. The company later issued an apology and said it would cap the number of meals each customer can buy during future campaigns.
The Pokémon promotion highlighted the strong demand for collectible cards in Japan, where both children and adult collectors chase rare editions. One card from the McDonald’s campaign featuring Pikachu was recently listed online for more than £25,000 ($33,000).
McDonald’s has faced similar problems with past tie-ins, including a campaign linked to the manga Chiikawa, which was also targeted by resellers.
The company said it will continue reviewing its Happy Set promotions to avoid a repeat of the controversy.
