McDonald’s Japan has implemented new purchasing restrictions for its Happy Meals following widespread chaos and food waste during a Pokémon promotion earlier this summer. The new rules coincide with the launch of four new Sanrio-themed Happy Meal sets, which became available on Friday.
The changes are a direct response to the August launch of the Pokémon Happy Meals, which saw stores overwhelmed by demand. The promotion led to reports of customers bulk-buying the meals solely for the collectible toys, then discarding the food. The toys were subsequently listed at inflated prices on resale marketplaces like Mercari.
At the time, McDonald’s condemned the practice, stating, “McDonald’s does not tolerate the purchase of Happy Set for the purpose of resale, nor the wasting or disposal of food. This incident clearly goes against our long-standing philosophy of providing a fun dining experience for children and families.”
Under the new guidelines, the company is limiting sales to prevent a recurrence. On the launch day, the new Happy Meals—featuring Sanrio characters like My Melody, Kuromi, and Cinnamoroll—are available only for in-store and drive-thru purchases, with mobile ordering and delivery services temporarily suspended for these items.
Furthermore, purchases are limited to one Happy Meal per customer and a maximum of three per group or account. The company also reiterated that customers cannot choose which toy they receive.
In its announcement, McDonald’s Japan stated it “strictly prohibit[s] purchases or resale of Happy Sets for the purpose of resale.” Apologizing for any inconvenience to regular patrons, the company added, “Please note that the toy will end as soon as it runs out. Please refrain from inquiring about inventory at each store.”
The fast-food chain will monitor the situation and stated it would “determine the appropriate response based on the sales situation” following the initial launch day.
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