McDonald’s Japan Postpones “One Piece” Toy Promo After Pokémon Card Resale Chaos

McDonald’s Japan has postponed its upcoming “One Piece” trading card promotion following a surge of complaints and controversy surrounding a recent Pokémon card giveaway. The Pokémon campaign, tied to Happy Set meals, sparked long queues, bulk buying, and widespread food wastage as customers sought limited-edition cards—many of which quickly appeared for resale online, with some listings reaching over $33,000.

The overwhelming demand led to stores running out of cards within a day, despite the promotion being scheduled for three. Images of discarded food and social media backlash prompted Japan’s Consumer Affairs Agency to urge McDonald’s to improve its sales strategy and address food waste. In response, the company has suspended the planned “One Piece” campaign and will instead distribute toys from previous promotions.

This incident highlights the challenges brands face when leveraging popular IPs like Pokémon and One Piece for promotional campaigns. The resale market for collectible cards, driven by both children and adult collectors, can create unintended consequences, including supply shortages, food waste, and reputational risks. McDonald’s has pledged to review its Happy Set initiatives and impose purchase limits to prevent similar issues in the future.

For the toy and licensing industry, the episode underscores the need for responsible campaign management and innovative solutions to balance fan demand, product scarcity, and sustainability.

Source: BBC News