New Happy Meal rule after scandal

Why It Matters

In August, the launch of Pokémon Happy Meals drew huge crowds to McDonald’s restaurants across Japan. The excitement quickly turned chaotic: food was thrown away, some customers bulk-bought meals solely for the toys, and many of those toys ended up resold at inflated prices on Mercari, Japan’s largest resale marketplace. At the time, McDonald’s stated it would not tolerate bulk purchases for resale or food waste.

What to Know

The new rules apply to the September rollout of Sanrio-themed Happy Meals (featuring My Melody, Kuromi, Cinnamoroll, and others). According to McDonald’s Japan’s statement:

• Bulk buying and resale are strictly prohibited.

• Purchase limits apply: one Happy Meal per customer, with a maximum of three sets per group or account.

• Toy selection is not allowed—customers cannot choose which toy they receive.

• No home delivery or mobile orders: the new Happy Meals will only be available in-store and via drive-thru.

The chain also reminded customers that toys will be distributed “while supplies last,” and stores will not provide information about remaining stock.

What McDonald’s Said

“We do not tolerate food being left unattended or discarded. We strictly prohibit the resale of Happy Meals or purchases for commercial purposes,” the company stated. McDonald’s apologized for any inconvenience to regular customers but emphasized that these measures are necessary to ensure a smooth launch.

What’s Next

McDonald’s said it would reassess the rules on Saturday based on sales conditions. If the Sanrio campaign triggers similar chaos to the Pokémon release, further restrictions may follow.