McDonald’s is to replace toys with books in its Happy Meals until February 7th in the UK, as part of a new hook-up with HarperCollins. The book in question will be from Michael Morpurgo’s popular Mudpuddle Farm series, and The National Literacy Trust has welcomed the move in light of recent research that showed one in three UK children don’t own a book.
As well as the books, participating Happy Meals boxes will also contain finger puppets to help parents bring the books to life. The move has been criticised by some, however, who argue that encouraging children to read should not go hand in hand with encouraging them to eat fast food.
It’s not clear whether McDonald’s will extend the book giveaway, but it’s likely that they’ll be closely studying the results and it’s very much possible that the deal with HarperCollins will be extended further in the future.