Evangelion in the eye of the storm: resale controversy

The collaboration between McDonald’s and the legendary “Neon Genesis Evangelion” franchise has sparked great enthusiasm among fans. The release of the first edition of the exclusive transforming figure set, called “McDonald’s × Evangelion Value Set Figures,” has become a true phenomenon. However, the initiative has been overshadowed by a growing resale problem on platforms like Mercari, where prices reach up to four times the original cost.

The set, officially priced at 3,900 yen (about 26 dollars), includes three transforming figures: “Big Mac Unit-01,” “McFries Unit-02,” and “McShake Unit-00.” These pieces combine classic McDonald’s products with the iconic mechas from the Evangelion series, making them unique items for collectors.

The pre-sale, which was conducted through a lottery system, began in December 2024 and was limited exclusively to the official McDonald’s app. Those interested could register for the chance to purchase a single unit if they were selected as winners. This week, after the results were announced, social media was flooded with comments and reactions.

However, the excitement is not unanimous. Even before the official delivery date, scheduled for January 20, the figures began appearing on resale platforms like Mercari, with prices ranging from 12,000 to 20,000 yen (approximately 82 to 137 dollars), far above the original cost. Most concerning is that some resellers do not even have the figures in their possession, posting listings with promotional images or screenshots of lottery confirmations.

According to Mercari’s rules, it is strictly prohibited to list products that are not physically in one’s possession. The platform has reiterated that practices such as reselling before the official availability date or selling reserved items are subject to sanctions. However, this has not stopped numerous users seeking to capitalize on the anticipation generated by the launch.