McDonald’s is set to replace Happy Meals toys with educational books
The campaign launched this week with a five week nationwide giveaway and will continue until the end of next year, by which time a total of 15 million fiction and non-fiction books will have been given out. The move will make them the UK’s largest children’s book distributor.
The first set of books offered are short non-fiction works by Dorling Kindersley, who are well known for their lavishly illustrated picture books. One book will be included with each children’s Happy Meal, which traditionally include plastic toys promoting films and TV shows. They will also give away additional vouchers for the books which can be redeemed at WH Smith.
The giveaway was apparently inspired by research from the National Literary Trust which revealed that just 50 per cent of children say they enjoy reading a lot.
HLStudios 