Fast food chain McDonald's is ditching licensed toys in its Happy Meals for books – for five weeks at least.
The Happy Readers campaign will run from January 9th to February 12th, during which Happy Meal customers will be able to enjoy a series of non-fiction books from publisher DK’s ‘Amazing World’ series.
It's part of a bid to get families and children reading more.
The books, one of which will be included with every Happy Meal, will also come with puzzles and stickers that focus on topics like Stars and Planets, Big Cats and Oceans.
By the end of 2014, McDonald’s hopes to have handed out at least 15 million fiction and non-fiction books to families across the UK. It will partner with publishers, retailers and other literacy organisations including the National Literacy Trust.
The Happy Readers book offers will be "displayed prominently, 365 days a year", on the Happy Meal boxes, for redemption at High Street retailer WH Smith.
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."
John Duhigg, DK's CEO, added: “By offering families the chance to enjoy the Amazing World books as part of the McDonald’s Happy Readers campaign, we hope that more and more kids will realise the exciting world of knowledge and discovery waiting for them in books like these."
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