McDonald's in Japan has recently initiated measures to combat the reselling of its popular Happy Meal toys. With certain limited-edition collectibles reaching high resale values online, the company has found it necessary to enforce purchase limits per customer. It's a challenging scenario, as these practices, while not illegal, goes against the spirit of the Happy Meal experience, intended to bring joy to children.

In Japan, the resale of limited-edition products is common practice. Items like McDonald's Happy Meal toys, popular anime figures, and concert merchandise often find their way onto resale platforms at dramatically marked-up prices. However, many in Japan feel that this practice infringes on the enjoyment of children and fans, and the companies are thus taking steps to curb it.

In the US and EU, the resale of collectibles is also common, though consumer protection laws may apply in cases of extreme price gouging. Corporate responses vary, but some companies have taken similar steps to McDonald's, enforcing purchase limits to discourage scalpers.