What’s So Successful It Hurts? Burger King’s Pokemon Offer

Burger King feels your pain.

The chain’s chronic shortages of Pokemon cards and toys that come free with a Kids Meal has left many parents angry and children tearfully disappointed throughout Orange County and other parts of the country.

The situation has threatened to leave the chain with a public relations black eye as it experiences what executives say is the most successful promotion in its history.

So last Friday, Burger King Corp. President Paul Clayton took out full-page advertisements in several major newspapers to apologize and explain that “we could not have anticipated the demand we have experienced.”

“We know how much your kids look forward to the toys they get and how disappointed they are when the toy is not in the bag,” Clayton wrote. “Specifically, the demand for toys is greater than our ability to supply in some markets.”

The $22-million promotion, tied to the smash Warner Bros. film “Pokemon: The First Movie,” features 57 collectible toys and 151 trading cards. Burger King ordered an unprecedented 100 million toys for the campaign, but shortages have been widespread.

The promotion has meant booming business for Burger King. But Clayton’s headline for the ad acknowledged that the shortages have taken their toll on the frayed nerves of many moms and dads. The headline stated the obvious: “Why I Am Not The Most Popular Parent In America.”