McDonald’s Japan Issues Apology After Unexpected Backlash to New Happy Meal Campaign

McDonald’s Japan has been forced to issue an apology after its latest Happy Meal promotion spiraled out of control, leaving both fans and the company in an awkward situation.

Happy Meals, or “Happy Sets” as they are called in Japan, have always been a nostalgic treat, valued as much for the collectible toys as the food itself. Over the years, McDonald’s has partnered with brands ranging from Furby to Disney, creating items that often became must-have treasures.

But the latest collaboration proved too tempting, attracting not only children and casual fans but also determined collectors and resellers.

The promotion included small plastic toys and limited-edition Pokémon cards, a pairing that immediately set off a frenzy. Pokémon remains one of the most popular franchises in the world, with rare cards often selling for hundreds or even thousands of dollars.

As soon as word spread, collectors and resellers flocked to McDonald’s outlets across Japan.

According to reports from AP News and Japanese media, the campaign was so popular that the stock sold out in a single day. Many resellers bought Happy Meals in bulk, grabbing the cards and toys while discarding the food itself.

Photographs shared online showed piles of untouched burgers, fries, and nuggets left outside restaurants, sparking outrage over the sheer amount of waste.

The backlash came quickly. Fans criticized resellers for exploiting a promotion meant for children and families, while others faulted McDonald’s for not putting stronger restrictions in place. With Pokémon cards reselling online for hundreds of dollars, frustration only grew as genuine customers were left empty-handed.

The Allure of Collectibles: A Psychological Perspective

Collecting items, such as the toys from Happy Meals, can be traced back to our psychological needs. These needs may involve the desire for control, possession, and completion. Psychologist and author Dr. Randy Frost, in his research, suggests that collecting can provide a sense of purpose and help us establish our identity (Frost, 2004). Moreover, when these items are perceived as scarce or limited, it may trigger an irrational behavior known as scarcity bias, boosting their value in our eyes (Garbinsky, Klesse, & Aaker, 2020).

McDonald's latest Happy Meal toys have caused quite the stir in Japan

Toru Hanai

In response, McDonald’s Japan released a formal apology, admitting the company had underestimated the demand. In a statement shared with AP on August 11, the chain said:

"We do not believe in abandoning and discarding food. This situation goes against our longtime philosophy that we have cherished as a restaurant to ‘offer a fun dining experience for children and families.’ We sincerely accept that our preparations had not been adequate."

The company has since issued a statement apologising and outlining how they plan to fix the issue

Justin Merriman

The company also outlined measures to prevent a repeat of the incident. These include placing strict limits on the number of Happy Meals each customer can purchase, ending online orders during promotions, and reserving the right to refuse service to anyone breaking the rules.

In its closing remarks, McDonald’s emphasized a return to the original purpose of the Happy Meal.

"We vow to return to the basics of what lies behind the Happy Set, which is about helping to bring smiles to families so we can contribute to the wholesome development of the hearts and bodies of children, who are our future."

The incident highlights the challenges brands face when collaborating with collectible franchises. While promotions like these are designed to spark joy, the secondary market for rare items often fuels chaos, overshadowing the original intent. For McDonald’s Japan, the hope now is that future campaigns will bring excitement without leaving behind waste and controversy.

Another psychological factor at play here is the concept of 'nostalgia'. Nostalgia, as defined by Dr. Clay Routledge, is a sentimental longing for the past (Routledge, Wildschut, Sedikides, & Juhl, 2013). It's a powerful emotion that can drive consumer behavior, especially when it comes to collectibles. In the case of McDonald's Happy Meals, the collectible items often tap into feelings of nostalgia, driving adults as well as children to engage with the product.

The Impact of Marketing Strategies on Consumer Behavior

Marketing strategies like the Happy Meals campaign can significantly influence consumer behavior. In fact, research has shown that product bundling, where multiple products are sold as a single combined unit, can increase perceived value and consumer satisfaction (Estelami, 2016). However, when such campaigns lead to wastage or harmful behaviors, companies might need to rethink their strategies to ensure ethical practices.

Analysis & Alternative Approaches

In conclusion, the McDonald's Happy Meal campaign provides a case study of how psychological factors such as the desire for control, nostalgia, and marketing strategies can drive consumer behavior. However, it's important for companies to consider the potential negative impacts of their campaigns and act ethically. As psychologists and consumer behavior experts continue to study these phenomena, businesses can learn and adapt their strategies accordingly for better outcomes (Kahneman, Knetsch & Thaler, 1991).