The long-standing partnership between McDonald's and The Pokémon Company is once again in the spotlight as they gear up for a new trading card game promotion. This event is timed to coincide with the highly anticipated 30th anniversary of the Pokémon franchise, which officially takes place in February 2026. However, the announcement has been met with a mix of excitement and apprehension, largely due to the pervasive issue of scalping that has marred previous similar collaborations. Fans and collectors are keen to see if new measures will be implemented to combat the resale market and allow genuine enthusiasts to acquire these special promotional items.
Reports from sources like PokéBeach indicate that this upcoming promotion will commence in February and extend into March, with specific dates varying by country. While further details regarding the promotion's scope and the cards included are yet to be revealed, the historical context of such events paints a clear picture of potential challenges. Past promotions, such as the one for Pokémon's 25th anniversary, witnessed a significant surge in demand, leading to scalpers purchasing large quantities of Happy Meals solely for the cards, often leaving regular customers and children disappointed.
The problem of scalping has had a notable impact on how these promotions are managed. For instance, following the frenzy in the United States during the 25th-anniversary event, McDonald's in the United Kingdom imposed restrictions, allowing customers to purchase only one additional card pack with their meal. Despite these efforts, the issue persisted, highlighting the difficulty in controlling the secondary market for highly sought-after collectibles. Even recent collaborations, such as a Dragon-type card event earlier in 2025 and a limited three-day Pikachu promotion in Japan, faced similar issues, with the latter being cut short due to overwhelming demand and cards quickly appearing for resale online.
The ongoing challenge for both The Pokémon Company and McDonald's lies in balancing fan enthusiasm with equitable access. The allure of exclusive artwork, as seen in some past Japanese promotions, further fuels the demand and, consequently, the scalping problem. This phenomenon isn't exclusive to McDonald's; the infamous collaboration with the Van Gogh Museum in Amsterdam also saw massive crowds and opportunistic reselling, demonstrating the intense desire for unique Pokémon merchandise. Collectors often express frustration that these events bring out negative behavior, from ignoring severe weather warnings to engaging in unruly conduct, all in pursuit of rare cards.
As the 30th anniversary draws nearer, the focus will undoubtedly be on the strategies McDonald's and The Pokémon Company will employ to mitigate scalping. The hope among the fan base is that innovative solutions will be introduced to ensure that these commemorative cards reach the hands of dedicated fans and collectors, rather than ending up in the inflated prices of the resale market. The success of this upcoming promotion will largely depend on their ability to create a fair and enjoyable experience for everyone.