McDonald’s Japan implements new restrictions ahead of Sanrio Happy Meal launch
McDonald’s Japan has announced a strict new set of sales and purchase limit policies for its popular “Happy Set,” or Happy Meal, promotions.
This move is a direct response to the widespread chaos that was caused by a recent Pokémon card giveaway.
The new rules are designed to prevent the mass purchases by scalpers and the subsequent abandonment of food that plagued the Pokémon campaign in early August.
In that event, a rush to obtain valuable promotional cards led to store disruptions and reports of large quantities of unwanted food being discarded, which prompted a formal apology from the company and the cancellation of a planned One Piece card promotion.
The new policy has two main components.
First, on the launch day of a new campaign, the sale of Happy Sets will be completely suspended on all mobile order and third-party delivery service platforms.
Sales will be restricted to in-person counter service, in-store touchscreen ordering and the drive-thru only for the first day of new campaigns, with sales methods to be determined for the rest of the promotion based on the effectiveness of the policy on the first day.
This appears to be an attempt to allow McDonald’s Japan to fluidly react to any attempts to abuse the new system, but could result in communication issues if staff are not fully aware of dynamic changes to order policy.
Second, a strict purchase limit will be enforced during specific, high-demand periods.
During the first and second weeks of a new campaign, purchases will be limited to a maximum of three Happy Sets per group, per transaction, and the company has stated that it will refuse multiple, repeat transactions from the same group.
The company has reiterated its stance that it “does not condone the abandonment or disposal of food” and will refuse service to customers who do not follow the rules or are purchasing for commercial resale purposes.
The first campaigns to be held under these new, stricter rules will be the “Plarail” and “My Melody & Kuromi” Happy Sets.
Sanrio fans will be able to choose to receive either a My Melody and Kuromi toy or a Cinnamoroll book.
The new policies will go into effect with the launch of these new toys, which is scheduled for Friday, the 12th of September, 2025.
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