Overview

• The Pokémon Happy Meal campaign launched on August 8 and sold out within a day as collectors and resellers queued for the limited-edition cards.
• Resellers discarded uneaten burgers and fries in visible piles outside outlets after extracting the cards, triggering widespread criticism over food waste.
• Many parents lamented that bulk purchases by opportunistic buyers deprived their children of the collectible cards meant to be a family treat.
• McDonald’s Japan apologized for its inadequate preparations, cited a breach of its family-focused philosophy and officially canceled the promotion.
• To prevent a repeat, the chain plans to enforce purchase caps, disable online Happy Meal orders, refuse service to rule-breakers and ask resale platforms to curb secondary-market listings.