McDonald’s Japan is putting new rules in place for Happy Meal purchases after a previous promotional event tied to Pokémon spiraled out of control. The fast food chain faced a storm of issues, including food waste, reselling, and disorderly behavior, when its Pokémon-themed Happy Meals launched in August. Now, as it introduces a new line of Sanrio-themed meals, it’s taking no chances.
Let’s break down what led to this shift and what it means for customers moving forward.
Background
Earlier this summer, McDonald’s Japan released a Pokémon Happy Meal that sparked a frenzy across the country. Crowds flooded stores in hopes of collecting the special edition toys. What followed was chaos: customers bought meals in bulk just for the toys, discarded the food, and resold the toys online for profit.
Some of these toys ended up on Mercari, Japan’s largest resale platform, with prices marked up significantly. This behavior not only frustrated everyday customers but also clashed with McDonald’s core values. The company quickly condemned the actions, stating it doesn’t tolerate reselling or intentional food waste.
Response
Following that incident, McDonald’s Japan is tightening its rules with the launch of its four new Happy Meal sets. These include collaborations with Sanrio and feature beloved characters like My Melody, Cinnamoroll, and Kuromi. The meals will be available starting Friday, but strict limits are in place to avoid a repeat of the Pokémon situation.
Key changes include:
- No home delivery or mobile ordering for Happy Meals on the launch day.
- Happy Meals will only be available in-store or via drive-thru.
- A group or account can only purchase three Happy Meals total.
- An individual customer can only purchase one Happy Meal.
- Customers are not allowed to choose which toy they receive.
These measures are designed to discourage bulk buying and reselling while ensuring a fairer experience for families and children.
The New Sets
The new Happy Meal lineup in Japan features:
- Plarail – A collaboration with the popular train toy line.
- My Melody and Kuromi – Featuring characters from the Sanrio universe.
- Let’s Play With Cinnamoroll – A toy and theme around the popular white puppy character.
- Moon Universe Nanchara Kotetsukun – A lesser-known but still fun addition.
All sets come with randomized toys, which adds a surprise element. However, the randomness also makes them appealing to collectors, which is part of why McDonald’s had to clamp down on buying limits.
Why It Matters
McDonald’s says it’s focused on preventing food neglect and discouraging commercial intent. The company reiterated that Happy Meals are meant to be part of a fun dining experience for families—not a vehicle for flipping toys online.
This approach not only protects their brand but also reflects a growing sensitivity toward food waste and ethical consumer behavior in Japan.
Customers have been asked not to call stores asking about toy availability. McDonald’s made it clear: once the toys are gone, they’re gone.
What’s Next
McDonald’s Japan will reassess its approach the day after the launch. On Saturday, they’ll review how things went and decide whether additional steps are needed. The company has not ruled out making further adjustments depending on customer behavior and demand.
It’s a new chapter in how fast food promotions are handled—and likely a sign of things to come, especially as fan-favorite collaborations continue to drive massive public interest.
FAQs
Why is McDonald’s limiting Happy Meals?
To prevent food waste, reselling, and disorderly behavior.
Can I choose the toy in my Happy Meal?
No, toys are random and cannot be selected.
How many Happy Meals can I buy?
One per customer, or three per group/account.
Can I order Happy Meals for delivery?
No, not on launch day. Only drive-thru and in-store.
What characters are in the new Happy Meals?
Sanrio characters like My Melody and Cinnamoroll.
