McDonald’s is tightening the rules for its Happy Meal sales in Japan after a Pokémon-themed promotion last month spiraled into chaos, sparking fights, food waste, and online resales. The fast-food giant announced that starting Friday(September 12), customers will face stricter limits when buying its latest line of Happy Meals, which come with new Sanrio-themed toys.
Each group will be allowed to purchase a maximum of three meals, and orders will only be available through in-store and drive-thru counters. Delivery and mobile app orders have been suspended for the release day.
“We do not tolerate unattended or discarded food,” McDonald’s said in a statement. “We strictly prohibit bulk purchases or resale of Happy Meals for commercial purposes.”
McDonald’s has warned that supplies are limited and asked customers not to call stores about stock levels. The company also said it may adjust policies after launch day depending on customer turnout.
The rule change follows a rocky August rollout of Pokémon Happy Meals, when demand surged far beyond expectations. Some customers bought large quantities, discarded the food, and resold the toys online at inflated prices. Listings quickly appeared on Mercari, Japan’s biggest resale platform, drawing backlash.
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At the time, McDonald’s condemned the behavior, saying it violated its mission of creating a fun dining experience for children and families.
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