McDonald’s to replace Happy Meal toys with books, and plans to release a series of interactive e-books through its McPlay Happy Meal app.
The company’s vice-president of marketing said “We think that this is a fun and engaging way to give a nutritional message to kids … This is really the first step in a larger book strategy, and our intent is to continue over several years.”
McDonald’s has announced plans to replace the toys in the Happy Meals with paperback books for two weeks at the beginning of November, to promote literacy.
According to ABC News report, McDonald’s will provide more than 20 million books to families in the U.S. The company is also giving 100,000 additional books to the literacy non-profit Reading is Fundamental.
The Happy Meal four-book giveaway featuring McDonald’s Happy Meal characters will begin on Nov. 1, which is National Family Literacy Day, and last for two weeks.