McDonald's Pokémon Promo regretfully ends in Chaos

In a move that’s sparked global debate across gaming and collector communities, McDonald’s Japan abruptly ended its Pokémon Happy Meal promotion after just one day—despite plans for a three-day rollout. The reason? Massive food wastage, overwhelming demand, and scalpers turning a family-friendly event into a resale frenzy.

The campaign offered exclusive Pokémon trading cards with Happy Meals, instantly attracting collectors and opportunists alike. Within hours, stores were overwhelmed by long queues, and the cards sold out. But the real controversy came when scalpers began buying meals in bulk—only to discard the food and resell the cards online.

McDonald’s responded swiftly, issuing an apology and implementing strict purchase limits: no more than three Happy Meals per group. Orders of four or more would be canceled outright. The company also condemned the resale of promotional items and the abandonment of food, stating it “does not tolerate” such behavior.

Scalping Culture and the Pokémon Economy

This isn’t an isolated incident. Pokémon’s trading card scene has been plagued by scalping for years, with limited-edition releases often snatched up and flipped at inflated prices. Despite efforts by The Pokémon Company to ramp up printing, demand continues to outpace supply—especially with the franchise’s 30th anniversary looming in 2026.

The McDonald’s fiasco is a symptom of a larger issue: the commodification of nostalgia. What was once a joyful, community-driven hobby has increasingly become a battleground for profit. And when fast food chains become distribution points for rare collectibles, the line between marketing and exploitation blurs.

For gaming culture, this event is a cautionary tale. Promotions tied to beloved IPs like Pokémon can be powerful, but they must be handled responsibly. When marketing stunts lead to food waste and ethical concerns, it’s time to reassess the strategy.

Should McDonald’s stop distributing Pokémon cards altogether? Should The Pokémon Company rethink how it engages fans in the physical space? These are questions worth asking—not just for corporations, but for the gaming community itself.

The Pokémon brand remains one of the most influential in gaming history. But as it continues to evolve, so must our approach to fandom, collecting, and community engagement. Let’s celebrate the legacy without letting hype overshadow values.

McDonald’s Japan shared the following communication (translated):

We deeply apologize to our customers who regularly use McDonald’s restaurants, as well as to our store staff and many others for any inconvenience caused by the Happy Set® “Pokémon” Pokémon Card Campaign.
We will continue to release the “Pokémon” Happy Meals, which include five different toys, as scheduled from Friday, August 15th. However, in light of the current situation, we will be implementing the following purchase restrictions for three days until Sunday, August 17th.
・Sales quantity: Maximum purchase of 3 sets per transaction per group. If you order 4 or more sets, we will refuse your purchase and cancel the order.
・The same purchase limit will be set on the system for mobile ordering and McDonald’s delivery services. Furthermore, during this period, there may be restrictions on use at some stores and during certain hours.
・We will not allow purchases from customers who do not follow the above rules and etiquette.
*Please note that Pokémon cards will not be distributed during this period.
We sincerely apologize for any inconvenience caused to customers who look forward to dining with their children, grandchildren, or friends due to these purchase restrictions. We will continue to review and improve these sales methods and measures, listening to the opinions of our customers and store staff.
For customer inquiries regarding purchase restrictions, please
contact McDonald’s Japan Customer Service Center toll-free at (0120) 010-916 (reception hours: 9:00-17:00).
We sincerely apologize for the inconvenience, but please refrain from calling stores to check stock availability. We also ask that you refrain from any nuisance behavior, such as improper handling of purchased food, excessive demands on staff, or unauthorized photography inside the store. McDonald’s does not tolerate the purchase of Happy Meals for the purpose of resale, or the abandonment or disposal of food.
McDonald’s Japan Co., Ltd.