McDonald’s Japan is tightening the rules on its Pokémon Happy Meal campaign after scalpers swarmed restaurants, scooping up dozens of meals just for the limited-edition cards – and leaving piles of untouched food in their wake.
Social media lit up last weekend with angry posts and videos showing arguments in queues, bins filled with uneaten burgers, and families leaving disappointed when the cards ran out within hours.
In a statement, McDonald’s apologized to customers, staff, and Pokémon fans, promising changes for the next wave of the promotion. From August 15 to 17, purchases will be capped at three Happy Meals per group – down from the previous per-person limit. Orders of four or more will be refused outright, and some stores may impose further time or location-based restrictions.
This time, there will be no cards at all – only Pokémon toys – as the company responds to the backlash. McDonald’s stressed it does not tolerate reselling or food wastage, though how it will actually enforce this remains unclear. The chain also acknowledged the disappointment of children, parents, and grandparents who were unable to get the cards because of hoarding.
‘We will continue to review and improve our sales methods, listening to feedback from customers and staff,’ the statement concluded. Meanwhile, in the wider Pokémon world, The Pokémon Company recently swapped out controversial Lugia and Ho-Oh card art following fan design disputes – a reminder that even in the land of pocket monsters, drama is never far away.