Happy Meals ditch toys for books

Well, for five weeks. And 15 million books will be handed out in the UK by the end of 2014.
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Fast food chain McDonald's is ditching licensed toys in its Happy Meals for books – for five weeks.

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.

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.

Read the full story on Licensing.biz.

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