McDonald’s Japan Delays Toy Promotion Amid Pokémon Backlash: What You Need to Know

McDonald’s Japan recently hit pause on a promotional toy giveaway aimed at kids. This decision comes in the wake of complaints regarding a prior Pokémon giveaway that led to a significant amount of food being thrown away as customers focused more on the limited-edition cards than on their meals.

Earlier this month, when McDonald’s offered special Pokémon cards with its “Happy Set” meals, there were long lines and many customers bought in bulk. Unfortunately, this resulted in food waste, with bags of uneaten meals dumped on the streets. People began reselling the cards online, creating chaos and frustration. Some locations ran out of cards within a day.

In a recent statement, McDonald’s Japan announced they are postponing a partnership with the popular manga “One Piece,” which was expected to start on August 29. Instead of new toys, customers will receive ones from previous promotions. Japan’s Consumer Affairs Agency has urged McDonald’s to improve its approach to sales to reduce waste and better manage promotions.

One Piece is a hugely popular series that started in 1997, featuring a pirate boy on a treasure hunt. Its various games and merchandise have taken Japan by storm. Amid this, McDonald’s has dealt with similar issues in the past, particularly with other collaborations. These events led them to issue apologies and promise improvements.

The rise of reselling collectibles highlights a growing trend. Pokémon cards, while especially beloved by children, also attract adult collectors. Some rare cards have recently sold for thousands of dollars, with one listing at over £25,000 (about $33,000).

This situation isn’t just a marketing misstep; it signals a broader cultural moment. As many companies navigate similar challenges, it raises questions about consumer behavior and the influence of social media. Expanding on this, a recent survey indicated that 45% of consumers, particularly millennials and Gen Z, are aware of reselling trends and often buy products solely for resale value, contributing to the high demand and resulting waste.

Moving forward, McDonald’s Japan plans to impose limits on the number of Happy Set meals customers can purchase during promotions. This effort aims to strike a balance between excitement for collectible card promotions and ensuring that food isn’t wasted.

For a deeper look at the impact of promotional strategies on consumer behavior, check out this report from the Japan Times.



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