Key Takeaways
1. McDonald’s Japan faced overwhelming demand for Pokémon TCG cards in Happy Meals, causing the promotion to end early and leaving fans disappointed.
2. The fast-food chain aimed to prevent scalpers by not selling cards separately; however, scalpers still found a way to profit, leading to wasted meals.
3. Customer restrictions limited purchases to five Happy Meals per person, but many ignored requests to avoid reselling, resulting in long lines and littered streets.
4. Exclusive toys given out prior to the card packs also attracted large crowds, similar to promotions seen in North America.
5. The Pokémon TCG Pocket mobile game faced controversy over uncredited artwork, prompting the company to apologize and replace the images.
Despite many troublesome promotions, companies still find it hard to avoid teaming up with Pokémon TCG. The most recent issue occurred in Japan, where McDonald’s included limited edition cards in their Happy Meals. The event was scheduled from August 9th to 11th, but due to an overwhelming response, the fast-food chain had to end it early. Many Pokémon fans were left disappointed, and uneaten meals littered the streets of the city.
Sales Strategy
In contrast to similar promotions in the U.S., McDonald’s Japan opted not to sell the Pokémon cards separately. The intention was to prevent scalpers who only wanted to resell the cards. However, according to Nintendo Soup, the card packs are being sold for about 2,000 yen, which is roughly $13, while a Happy Meal costs only 500 yen, around $3.50. With the chance for profit, scalpers abandoned a heap of leftover burgers and chicken.
Customer Restrictions
McDonald’s allowed a maximum of five Happy Meals with Pokémon cards per customer and requested that buyers refrain from reselling the packs, which was largely disregarded. Social media is filled with videos and images of long lines with Pokémon fans scrambling for the limited stock. What’s more alarming to some observers is the mountain of trash left outside the restaurants. While Japan enjoys one of the lowest homelessness rates globally, both locals and tourists are voicing their concerns about this clear wastefulness.
Before the card packs were released, McDonald’s gave out exclusive toys. Although these toys may not be as sought after by scalpers as the cards, they still attracted large crowds. Retailers in North America, like Costco, have experienced similar situations when new sets are launched.
Digital Controversies
The mobile game Pokémon TCG Pocket also faced its own controversy recently. Players discovered that some digital cards featured designs from an uncredited artist. The company has since apologized and replaced the images. It’s hoped that the Happy Meal cards given out at McDonald’s showcase original artwork.
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