McDonald's Japan has decided to postpone its upcoming toy promotion linked to the popular manga series "One Piece" following backlash from a prior Pokémon-themed campaign. This decision comes on the heels of complaints regarding excessive food waste as a result of promotional giveaways.
Earlier in the month, McDonald's offered limited-edition Pokémon cards with their "Happy Set" meals, creating an overwhelming demand that led to long queues and opportunistic bulk-buying. This backlash resulted in numerous complaints as images circulated online of uneaten meals discarded on the streets. Reports indicated that the sought-after cards were being resold for profit online, with some listings reaching exorbitant prices.
Given the overwhelming response to the Pokémon cards—many outlets quickly ran out of stock on the first day—the Japanese fast-food chain announced the postponement of its collaboration with "One Piece," originally slated to begin on August 29. Instead, patrons will receive toys from previous Happy Set promotions while the company reviews its initiatives related to the Happy Set meals.
In light of these developments, Japan's Consumer Affairs Agency has urged McDonald's to enhance their sales strategies to combat waste issues more effectively. "One Piece," which has enjoyed massive popularity since its launch in 1997, features an adventurous narrative centered around pirates and treasures, making its promotional tie-ins a highly anticipated event for fans.
This is not the first time McDonald's Japan has faced challenges with promotional campaigns; a previous collaboration with the "Chiikawa" manga also experienced similar resale issues. Following the recent Pokémon promotional failures, the company has expressed apologies and committed to changes to prevent future occurrences.
The fervor for Pokémon cards, which appeal to both children and adult collectors, has become well-documented, with some cards fetching prices in the tens of thousands of dollars. For instance, one card featuring the iconic character Pikachu is currently listed for over £25,000 ($33,000) on online auction platforms.
Last week, McDonald's stated it was taking the necessary steps to monitor and adjust its promotional strategies following the complications arising from the Pokémon campaign that resulted in significant food waste and overcrowding in stores. To mitigate these issues, they announced new measures to limit the number of Happy Set meals purchased.
