Why Limited Promos Break When One Person Takes Too Much

Jollibee knows its audience. Pairing the Kiddie Meal with Pokémon toys and Pokémon cards was guaranteed to create hype. For many families and fans, this was not just about food. It was about the experience, the surprise of a blind box, and the fun of collecting something special while it lasts.

That excitement quickly turned into anger after a content creator known as PokeJames, or James Afante in real life, posted content showing himself surrounded by boxes of Jollibee Pokémon toys. He bought Kiddie Meal after Kiddie Meal, clearing out large amounts of the promo items. Online reactions were harsh. Many felt he was hoarding items meant for kids and regular customers.

PokeJames defended himself by saying he was not selling the toys. According to him, everything was being given away for free to his community if they purchased a booster box package. In his view, there was no harm done because no one was being charged extra (lol?) for the toy.

But the real issue was never about money.

This promotion is limited. Once the toys are gone, they are gone. When one person buys far more than an average customer, the supply runs out faster. Whether the toys are resold, stored, or given away later does not change the outcome. Other people walk into Jollibee and leave empty-handed.

Supporters often say, “At least he’s giving them away.” That sounds good, but it misses a key point. The promo experience belongs to everyone. Parents want to surprise their kids. Fans want the thrill of opening a blind box themselves. Those moments cannot be replaced by receiving a toy from a giveaway days later.

There is also a power imbalance at play. Content creators have money, reach, and visibility. When they buy in bulk, they can outpace normal customers easily. Even if Jollibee allows bulk buying, that does not automatically make it fair. Rules are not the same as responsibility.

Intent also does not outweigh impact. You can mean well and still cause harm. In this case, the harm is simple. Fewer toys for the public. Less joy spread around. More frustration for fans who just wanted one.

This situation highlights a bigger problem with limited promos in the age of content creation. When attention and clout become part of the reward, people are encouraged to take more than they need. The promo stops being about fun and starts being about who can grab the most.

So no, the criticism is not misplaced. Hoarding items from a limited promo, even while claiming charity, still removes choice and access from others. If the goal is to share joy, the better move is moderation. Sometimes the most ethical option is knowing when to stop, especially when the supply was never meant for one person in the first place.

(Cover photo via PokeJames Facebook Page)