In a statement to Marketing, a McDonald's spokesperson said that the brand does not encourage customers to purchase the My Melody Holders for resale on the platform and the brand's intention is for the My Melody Holders was to be "enjoyed" by as many customers and My Melody fans as possible.To make it accessible for customers, McDonald’s limited it to five holders per customer. She added that My Melody Holder was brought to Singapore after its successful launch in McDonald’s Japan and the fast food chain aims to excite customers with these Sanrio-designed holders.
Meanwhile, according to The Straits Times, holders were sold out across Singapore by 11.30am and that McDonald's said to Marketing that it has "no plans" to bring additional stock for its My Melody Holders. On its Facebook page and website, the brand said it was humbled by the support.
This is not the first time a McDonald's merchandise has created up hype. Back in 2013, McDonald's released its Hello Kitty collection and launched a microsite just for the promotion. The Sanrio characters were no longer available after an hour, despite being being priced at a somewhat steep SG$80.
(Read also: Will McDonald’s ever learn?)