McDonald’s Japan’s resale prevention measures weren’t enough.

S/ Umano Erika, NTV Reporter/ On this online marketplace, there are still many McDonald’s Pokémon cards for sale.

The Pokémon cards on sale were from the McDonald’s Japan happy meal sets that included two cards with every purchase.

S/ Umano Erika, NTV Reporter/ Some are selling from 50,000 to 100,000 yen (around 337 to 675 USD).

One seller was selling 100 cards for around 150,000 yen.

McDonald’s Japan issued an apology regarding the resales on August 11.

The fast-food chain said they are gravely reflecting on their insufficient action.

The Pokémon cards were included in happy meals starting August 9.

S/ Reporter/ At this McDonald’s, the line of people continues outside of the store.

Around 40 people had lined up before sunrise. The line included Pokémon fans and others.

S/ Customer who lined up at 4AM/ I’m adding it to my own collection.

Meanwhile, people were weary of bulk buyers who were looking to resell the cards before the collaboration meal even began.

McDonald’s set a purchase limit of five happy meal sets per person as a resale prevention method.

Additionally, they teamed up with the marketplace site Mercari to remove malicious listings.

S/ Customer/ I came to buy because an acquaintance wanted it and asked me to line up.

S/ Customer/ I don’t know. I’m here to help. I have no interest. I’m helping a Chinese person. That’s all.

Bulk purchases were happening nationwide, and some meals were abandoned on the street.

Numerous Pokémon cards were for sale on Mercari with some selling for over 20,000 yen.

Mercari said they intend to remove malicious listings and act accordingly.

However, sales on Chinese marketplace sites continued.

S/ Yanagisawa Takashi, NNN Beijing Bureau Chief/ There is a large amount of Pokémon cards from happy meal sets being sold. It’s an astounding amount. One card is being sold for about 2,000 yen.

The McDonald’s Japan Pokémon cards are being resold in China as well.

S/ Yanagisawa Takashi, NNN Beijing Bureau Chief/ This post is looking for people to eat at McDonald’s for free.

The post looked as if it was recruiting people to eat hamburgers as stand ins so that they can get their hands on more Pokémon cards.

Resellers are preventing real fans and consumers from enjoying this special collaboration.

S/ 9 year old/ If adults keep buying, kids can’t buy anymore. My friend wants it too but can’t buy any. I’m mad.

S/ 13 year old/ I think most people are buying it all just for the Pokémon cards. I want it distributed to people who want the happy meals.

NTV spoke to a specialist knowledgeable on reselling about the issue, despite certain measures being in place.

S/ Sakaguchi Takanori, Management Consultant/ Even with a limit of five sets per person, people are free to line up again or go to a nearby store. It was just a call on good conscience.

A more structured measure was necessary to reach more people.

S/ Sakaguchi Takanori, Management Consultant/ It’s possible to reduce (malicious resales) with methods like creating an app that registers a phone number and email address and where one account can only purchase one meal.

McDonald’s Japan will consider setting a stricter purchase limit in the future.