Overview

• Distribution of the Pokémon Happy Meal promotion was cut short after sales far exceeded forecasts and stores ran out of cards within a day
• McDonald’s Japan issued an apology and announced measures including a five-meal purchase cap, bans on bulk orders and app restrictions for disruptive users
• Social media users and local reports showed piles of uneaten Happy Meals discarded inside and outside restaurants, sparking criticism over food waste
• Scalpers exploited multiple mobile accounts to bypass limits, listing the exclusive McDonald’s-stamped Pikachu cards on resale platforms at several times their original value
• Allegations that some employees sold boxes of promotional cards to resellers are under investigation as McDonald’s Japan reviews internal controls