Pokémon cards return?

McDonald's Japan apologizes and tightens purchase limits after ending the Pokémon Happy Meal card promotion early.

McDonald's Japan Tightens Limits After Pokémon Card Debacle

McDonald's Japan announced on August 4 that it would include limited-edition Pokémon Trading Card Game cards with its Happy Meals during a three-day weekend. Each Happy Meal set would feature a two-card pack with Pikachu and one other random Pokémon such as Sprigatito, Fuecoco, Quaxly, Ralts, or Riolu. The company asked customers not to buy meals just to resell the cards and urged a limit of five Happy Meals per order to keep cards available for families.

On August 7, the company said it partnered with Mercari to raise awareness and curb copyright infringement tied to the promotion. Japanese social media showed complaints from people who could not purchase the set, with reports of bulk resale activity. By August 11, McDonald’s Japan apologized for the inconvenience and outlined stricter purchase limits, potential restrictions on mobile ordering, and the possibility of canceling app memberships for customers who interfered with the sale. The firm did not indicate whether the cards would be reissued.

Promotional stunts like this can boost short-term engagement but risk turning stock into a resale battleground. By framing the rules around fairness and families, the company tries to protect its image as a family-friendly brand while managing a shopping rush. The move to work with an online marketplace shows a broader effort to police product hoarding in a digital age where people can easily buy in bulk and resell.

Looking ahead, the company faces a test of trust. If cards are not reissued or if future promotions are tightly controlled, some customers may feel excluded or skeptical about the brand’s promises. Enforcing rules can raise operating costs and complicate store operations, but getting it right could preserve customer goodwill and the company’s reputation for responsible marketing.

Highlights

Promotional ambition must align with how families actually shop and share.