McDonald's creates Happy Meal digital books with How to Train Your Dragon author

R/GA London partners with McDonald’s to expand footprint for Global Happy Meal Readers Programme

In a bid to inspire the next generation of readers, McDonald's has created a series of children’s digital reading materials that brings Cressida Cowell’s 'The Treetop Twin's Adventures' books to life through animations and sound effects.

Rolling out this month, children can grab a physical copy of the exclusive book series written by the illustrator of How to Train Your Dragon, with every Happy Meal toy.

Hachette Children's Group and R/GA London have partnered with McDonald’s on the initiative that sees McDonald's expand its Happy Meal readers programme.

R/GA was tasked with digitally bringing the book series to life within the Global Happy Meal app. Unlike your traditional softback, the app creates an immersive reading experience and as children read the digitalised book, each ‘page’ is accompanied by sound effects and animations.

To create a connection to the physical books in restaurants, R/GA designed a bespoke scanning experience to reward kids for selecting the Happy Readers books as their toy.

The 12-book read-along series will be live in 80 markets and available in 43 different languages on both iOS and Android.

Discussing the digital book series, R/GA’s creative director said: “It was important to elevate the enjoyment of reading for kids and reimagine how books are experienced today.

“By making reading fun and creating a truly immersive reading experience for the whole family, we’ve helped instil a lifelong love of reading for kids, and inspired millions of families around the world to read and enjoy moments together.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.