McDonald's Japan has decided to postpone its "One Piece" toy promotion from the "Happy Set" meals, originally scheduled for August 29. This decision comes in the wake of a controversial Pokémon promotion earlier this month, where limited-edition Pokémon cards were included in children's meals. The giveaway led to complaints about excessive food waste, with reports of meals being discarded in favor of purchasing the cards for profit.
Throughout the Pokémon campaign, long lines formed outside McDonald's locations as customers bulk-bought meals in hopes of acquiring the sought-after cards. Many stores quickly ran out of stock, exacerbating the issue as the cards surfaced for sale on auction sites at inflated prices. One particular Pikachu card was listed for more than £25,000 ($33,000), highlighting the lucrative market for collectors.
The Consumer Affairs Agency in Japan has intervened, urging McDonald's to reassess its promotional tactics in light of consumer abuse and environmental concerns. Following the backlash, McDonald’s issued an apology and committed to preventing similar occurrences in the future, including strategies to curb bulk buying.
As part of the company's efforts to address these challenges, they will revert to distributing toys from previous Happy Set promotions until a better strategy is implemented. The "One Piece" franchise, known for its pirates and adventures, has a significant following in Japan, which makes it a strategic choice for future promotions. However, the recent events underscore the potential pitfalls of marketing collaborations that attract both young fans and adult collectors.
In light of past experiences, including a prior association with the "Chiikawa" series that faced similar issues, McDonald's Japan is likely approaching future promotions with increased caution. This move reflects a growing awareness of not only consumer sentiments but also environmental obligations, as fast-food companies face pressure to reduce waste in their operations.
