McDonald’s is introducing new restrictions on Happy Meal sales in Japan following the chaos caused by its Pokémon collaboration earlier this summer.
The fast-food giant announced that it is changing purchase rules as it launches four new Happy Meal sets starting Friday.
The move comes after the Pokémon Happy Meal launch in August spiraled into disorder, with fans flooding McDonald’s stores across Japan. According to Business Insider, some customers bought meals in bulk, leaving food discarded and wasted, while others resold the limited-edition toys online. Many toys quickly appeared on the country’s largest resale marketplace, Mercari, at inflated prices.
At the time, McDonald’s Japan issued a stern warning, 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 goes against our long-standing philosophy of providing a fun dining experience for children and families.”
New Rules To Prevent Resale
In its latest announcement, McDonald’s Japan reinforced its stance, making it clear that food neglect and unauthorized resale will not be tolerated. “We strictly prohibit purchases of Happy Sets for resale or other commercial purposes, or the use of customers who do not comply with the above rules and manners,” the company stated.
The new Happy Meal sets include four collaborations with Sanrio: the Plarail meal, My Melody and Kuromi meal, Let’s Play With Cinnamoroll meal, and the Moon Universe Nanchara Kotetsukun meal. Sanrio is known globally for its popular characters, including Hello Kitty.
Purchase Limits And Delivery Restrictions
To stop mass buying, the company has capped purchases: only three sets can be bought per group or account, and individuals can only purchase one. Customers also won’t be able to choose which toy comes with their meal.
Additionally, McDonald’s suspended mobile ordering and home delivery for Happy Meals on launch day, though other menu items remain available through those services. The meals will only be sold in-store and via drive-thru to maintain order.
The company also warned customers that toys will only be available while supplies last and discouraged inquiries about stock availability. “We apologize for any inconvenience this may cause to customers who regularly use McDonald’s stores, mobile ordering, and McDelivery services, but we appreciate your understanding,” McDonald’s Japan added.
What’s Next
McDonald’s has hinted that these rules could change again depending on the outcome of the Sanrio Happy Meal launch. The company will monitor sales on Friday and determine additional responses on Saturday if necessary.
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