In brief
In response to significant consumer complaints about its prior event featuring Pokémon cards, McDonald's Japan has opted to postpone a planned promotion that was set to feature the popular manga series "One Piece." This decision comes after a promotional campaign for Pokémon cards saw not only long lines and mass purchases but also a notable disposal of food items alongside the collectible items, raising concerns about waste and resale practices.
Earlier this month, the fast-food chain's limited-edition Pokémon cards were bundled with "Happy Set" meals, resulting in massive popularity and subsequent shortages by the end of the first day of the promotion. Many consumers reported pictures of uneaten meals thrown away, highlighting the detrimental effects of bulk buying. Following the backlash, McDonald’s acknowledged the situation, publicly apologized, and has halted the "One Piece" promotion that was set to launch on August 29. Instead, customers will receive toys from previous Happy Set meals.Japan's Consumer Affairs Agency has intervened, urging McDonald's to revise its promotional strategies to reduce food waste. They noted similar issues persist from previous promotional efforts, such as a collaboration with the "Chiikawa" manga, where reselling practices also caused significant concern. Pokémon cards, incredibly popular among children and adult collectors alike, have fostered a market where some collectibles command exorbitant prices; one card sold for over $33,000 in a recent auction.The chain announced it is reconsidering its promotional measures to mitigate the issues that arise from mass buying and reselling, aiming for a more sustainable approach moving forward.
