Recent Pokémon Promo Spiraled Out of Control
Just weeks ago, McDonald’s Japan launched a “Happy Set” campaign featuring exclusive Pokémon cards, including at least one Pikachu card per meal. While originally designed to delight children and collectors alike, the promotion quickly devolved into chaos. Scalpers and overzealous fans swarmed restaurants, purchasing large quantities of meals solely for the cards—often dumping the food behind stores or on the streets. Fast-food outlets were overwhelmed, with trash piling up and long queues forming.
One Piece Promotion Postponed Amid Rising Concerns
In the wake of public backlash and pressure from regulators like Japan’s Consumer Affairs Agency, McDonald’s Japan announced on August 21 that they are postponing their upcoming One Piece toy and card giveaway initially slated to launch on August 29. The decision reflects a cautious response to the fallout from the Pokémon promotion and a broader reevaluation of Happy Set-related marketing.
Empty Meals, Public Frustration, and Brand Reputational Risk
Videos and social media posts capturing fast-food meals left untouched—or tossed—became emblematic of the campaign’s unintended consequences. One customer lamented that they couldn’t buy a Happy Meal for their child because others were hoarding them for resale. McDonald’s swiftly apologized, acknowledging its failure to anticipate the frenzy and vowing to uphold its philosophy of delivering joyful dining experiences for families.
Safeguards Ahead: New Limits on Purchases and Delivery Options
To prevent another promotional misfire, McDonald’s Japan is introducing stricter controls. This includes limiting the number of Happy Sets each customer can buy, and potentially suspending online and delivery orders during future campaigns. These steps aim to ensure promotions are child-focused and do not become vehicles for profiteering or social disruption.
Bigger Picture: Balancing Buzz with Responsibility
Promotional tie-ins with beloved franchises like Pokémon or One Piece are clearly powerful marketing tools. But the Pokémon card debacle casts a cautionary light on the risks: overwhelming demand, public health concerns, environmental waste, and reputation damage. The decision to delay the One Piece campaign underscores the delicate balance McDonald’s must strike between creating excitement and protecting community values.
