McDonald’s drops toys as it launches Happy Meal book campaign
McDonald’s has updated its menu to incorporate a range of books after partnering with the National Literacy trust to place 14 million popular children’s books within its Happy Meal range by the end of 2014.
An ‘Amazing World’ promotion with DK Books kick-starts the promotion, dovetailing with a nationwide £1 book offer to try and entice the one in three children who don’t own a book and the half who don’t enjoy reading into picking up the bug.
Each book will come packaged with a range of puzzles and stickers and will cover topics ranging from stars and planets to big cats and oceans.
Alistair Macrow, vice president of marketing, McDonald’s UK, said: “With 1,200 UK restaurants and eight out of ten families visiting us each year, we’re excited to leverage our scale, our partnerships and our presence in communities across the country to help millions of mums, dads and children find the fun in reading. Our restaurants are designed to be colourful, exciting places that children and their parents come to for a treat and we’re looking forward to books becoming a part of that family experience.”