McDonald’s Japan Imposes New Limits on Pokémon Happy Meal Sets After Pokémon TCG Campaign Backlash

Following widespread criticism of its earlier Pokémon Trading Card Game (TCG) campaign, which was marred by reports of food waste and mismanagement, McDonald’s Japan has introduced a new policy to manage demand for its Pokémon Happy Meal toys.

The latest initiative, effective from August 15 through August 17, 2025, enforces a strict limit of three Happy Meal set purchases per group at all McDonald’s locations across Japan.

This restriction applies to all ordering methods, including dine-in, mobile takeout, and delivery services.

Customers attempting to purchase over three sets per group during this period will have their orders declined.

This measure comes after McDonald’s Japan faced intense public and media scrutiny during its previous Pokémon TCG promotion.

The campaign, which offered exclusive Pokémon trading card booster packs with meals, led to excessive demand.

Reports emerged of customers buying large quantities, resulting in significant food waste and logistics challenges for restaurant staff.

The controversy also sparked broader discussions about responsible promotional strategies in Japan’s fast food industry, particularly when collaborating with major international franchises such as Nintendo’s Pokémon brand. A McDonald’s Japan spokesperson explained the updated policy in a formal statement: “As a response to customer feedback and to prevent misuse, we are introducing a group purchase limit of three Happy Meal sets during the initial Pokémon Happy Meal toy promotion period." The company added that the restriction aims to provide more families and fans the opportunity to enjoy the promotion fairly. After August 17, McDonald’s Japan has stated that the three-set limit will be lifted if stock remains available for purchase.

This approach is designed to ensure fair first access while allowing flexibility should inventory remain following the initial rush.

While this move is seen as a step toward curbing some issues encountered last year, it’s not without criticism.

Many customers voiced concerns on social media, arguing that the three-set cap is still too high, advocating instead for a one-set-per-customer rule to further prevent stockpiling and secondary reselling.

Others noted that the root of last year’s problem was the much sought-after Pokémon TCG booster packs, rather than the toys themselves. McDonald’s Japan’s move highlights the importance of thoughtful campaign execution, particularly when leveraging highly collectible Nintendo and Pokémon-related content on platforms like the eShop or through limited-edition Happy Meal campaigns.

As the fast food chain readies its stores for the release of the new Pokémon Happy Meal series on August 15, all eyes will be on how effective these adjusted limits are in practice and how fans and families respond. The Pokémon franchise, developed by Game Freak, Creatures Inc., and published by Nintendo, remains one of gaming’s most enduring brands.

McDonald’s collaboration with Pokémon continues to generate significant excitement and sales milestones, reflecting both the popularity and challenges of managing such high-profile promotions in the Japanese market.

Pokémon Japan Pokémon TCG Happy Meal McDonald’s McDonald’s Japan