Key Facts
• On September 9, McDonald’s Japan announced resale countermeasures for Happy Meals.
• Measures apply to products launching on September 12, including toys and books.
• Sales on September 12 limited to in-store and drive-thru; mobile and delivery halted.
• Purchase limits: 3 items per group per transaction from September 12–15 and 26–28.
• Multiple purchases by the same group are prohibited during restricted periods.
• Targeted items include “Plarail” and “My Melody & Kuromi” toys, and two book sets.
• McDonald’s prohibits purchases for resale or profit and enforces strict compliance.
• August Pokémon collaboration caused chaos due to high demand and resale issues.
• Previous Pokémon card distribution led to criticism over insufficient purchase limits.
Summary
McDonald’s Japan has announced strict measures to prevent resale of its Happy Meal products, effective September 12. Sales will be restricted to in-store and drive-thru only, with mobile and delivery services suspended. Purchase limits of three items per group per transaction will be enforced during specific periods, and multiple purchases by the same group are prohibited. The measures target four specific items, including toys and books. This decision follows chaos during an August Pokémon collaboration, where high demand and insufficient purchase limits led to criticism. McDonald’s emphasizes its commitment to preventing food waste and discourages purchases for resale or profit.
