McDonald's Japan rolled out its latest Happy Meal promotion last week (May 16), featuring exclusive toys from the "MINECRAFT" movie and "Chiikawa" series. The first wave sparked an immediate buying frenzy, especially for the "Chiikawa" toys, which sold out across stores in just two days. This rapid sell-out quickly led to widespread reselling and a flood of complaints from frustrated customers.
Now, with the second wave set to launch tomorrow (May 23), McDonald's Japan has announced a new policy: a "limit of 4 sets per person." This move aims to curb the rampant bulk buying and ensure more fans can get their hands on the coveted toys.
According to the official website, "To ensure more children can happily enjoy, we kindly ask that each customer purchase a maximum of 4 Happy Meals combined from both the 'MINECRAFT' movie and 'Chiikawa' series." The announcement also cautioned customers: "Please refrain from purchasing in large quantities for reselling or other commercial purposes."
Additionally, McDonald's specifically requested that customers avoid calling stores to inquire about stock availability, asking for cooperation and understanding for their staff.
While Japanese media reported on the new restrictions, many netizens remain skeptical. They acknowledge McDonald's efforts to control the scalping problem but argue that a mere "limit of four sets per person" won't deter organized reseller groups. For those determined to clear out stock, visiting multiple stores to amass large quantities of the promotional items would be no challenge at all.
▼ The first wave saw intense bulk buying, with some customers reportedly taking only the toys and leaving the meals.
▼ Japanese netizens also observed a significant presence of Chinese buyers engaging in bulk purchases.
Although McDonald's has introduced these new limits, it remains to be seen whether they will effectively reduce reselling and bulk buying. The second wave will be available for one week, with a third wave planned to re-release both sets later. It looks like this "Happy Meal war" is far from over...