McDonald's Japan announced on Thursday the suspension of its upcoming toy promotion linked to the popular pirate manga "One Piece" due to recent incidents surrounding its previous Pokémon card giveaway. After receiving complaints, which highlighted the excessive food waste generated by bulk-buying and reselling, the company has taken a step back for a thorough review of its "Happy Set" initiatives.
Earlier this month, the promotion of limited-edition Pokémon cards alongside "Happy Set" meals led to significant public interest—resulting in long lines and reports of food being neglected. Photos circulating on social media depicted large quantities of uneaten meals discarded in public spaces as participants focused on obtaining the collectible cards. The giveaway, announced to last three days, saw outlets depleted of cards within hours, prompting criticism of the overwhelming demand-fueled chaos.
In an official statement, McDonald's Japan expressed its decision to postpone the One Piece promotion, which was set to debut on August 29, and revealed that customers would instead receive toys from previous Happy Set offerings. The Consumer Affairs Agency of Japan has urged McDonald's to refine its sales tactics and implement measures to mitigate food waste in the future.
The "One Piece" franchise has enjoyed tremendous success since its inception in 1997, encompassing comics, animated shows, and an array of merchandise, including games and toys. However, McDonald's has faced challenges in past promotional efforts as well. Similar abuses were reported during a collaboration with the Chiikawa series, which also faced issues with resold items online.
Following the fallout from the Pokémon promotion, the fast-food giant publicly apologized and committed to measures aimed at curbing the problems. Pokémon cards have a massive following, resonating with both children and adult collectors, with some cards selling for astronomical prices. A notable card featuring Pikachu is currently listed for over £25,000 ($33,000) on an online auction platform.
Addressing the chaos caused by the Pokémon promotion, McDonald's indicated that it would be placing limits on the quantity of Happy Set meals any single customer could buy moving forward.
