[B]McDonald's is set to replace the toys which come with its famous Happy Meals with educational books as part of an effort to boost child literacy.[/B]
The fast food giant will[B] become the UK's largest children's book distributor[/B] after announcing plans to give away more than 15million books over the next two years.
The company is teaming up with Dorling Kindersley and WH Smith for the promotion, which started this week.
McDonald's, which is frequently accused of helping to perpetuate childhood obesity, will be hoping to banish its image with the 'Happy Readers' initiative.
The firm's Happy Meals, which use bright colours and playful characters to sell burgers, chips and chicken nuggets, have been banned in Chile and some U.S. states over claims they are damaging children's health.
The reading campaign launched this week with a five-week nationwide giveaway, and will continue until the end of next year, by which time a total of 15million fiction and non-fiction books will have been given out.
The first set of books offered are short non-fiction works by DK, which is known for its lavishly illustrated picture books.
One book will be included with each children's Happy Meal, which traditionally include plastic toys promoting films and TV shows.
[B]McDonald's will also give away additional vouchers for the books[/B] which can be redeemed at WH Smith.
And the DK books will be available to buy in McDonald's as stand-alone purchases too.
The books available are from the publisher's 'Amazing World' series, entitled Oceans; Earth; Stars and Planets; Big Cats; Arctic and Antarctic; and Rainforest.
The giveaway was apparently inspired by research from the National Literary Trust which revealed that just 50 per cent of children say they enjoy reading a lot.
'[B]Our research tells us that there is a very clear link between book ownership and children’s future success in life[/B], so it is very concerning that one in three children in the UK doesn't own a book, and half of kids don't really enjoy reading,' an NLT spokesman told the Daily Telegraph.
'Initiatives like McDonald's Happy Readers campaign play an important role in getting more books into the hands of children, and inspiring families to read together as a fun and interactive pastime.'
The firm launched a pilot scheme last year, and claims that [B]90 per cent of parents said they wanted to see more such giveaways[/B].
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[URL]http://www.dailymail.co.uk/news/article-2260642/McDonalds-replaces-Happy-Meal-toys-books-UK-s-largest-book-distributor.html[/URL]
So many kids eat at mcdonalds, it sure as hell won't hurt!
[quote]one in three children in the UK doesn't own a book[/quote]
Oh wow, never knew that.
I've got 7 shelves of books and a stack on my floor, and I give huge numbers back to the charity shop I buy them from after reading them.
I mean, how can you not even have one book?
"How do u turn this on????"
I don't see the research pointing out the relation between fast food and literacy.
This is an excellent idea, will hopefully discourage the "I wanna go to mcdonalds just for the toy" attitude maybe possibly I don't know
[QUOTE=Lizzrd;39181429]Holy shit this is going to save the future of America.
So many kids eat at mcdonalds, it sure as hell won't hurt![/QUOTE]
[quote]The fast food giant will become the UK's largest children's book distributor[/quote]
McWin!
Featuring kids classics, such as:
"Uh oh, Daisy got diabetes."
and..
"Little Anthony and his arrhythmia."
oh wow this is absolutely awesome. Kids love books like these, i know i still do given my current age.
[QUOTE=Northy66;39181440]I don't see the research pointing out the relation between fast food and literacy.[/QUOTE]It might not be causation in the picture, but rather corrolation.
Parents who are less aware about what fast food actually does to people are more likely to feed it more often to their child.
This is brilliant, I love this idea
Though a lot of these books will be thrown out, and we may have a lot less
[IMG]http://i.dailymail.co.uk/i/pix/2013/01/11/article-2260642-16E1022A000005DC-153_224x292.jpg[/IMG]
as a result.
But other than that, it's brilliant.
[QUOTE=mysteryman;39181461]oh wow this is absolutely awesome. Kids love books like these, i know i still do given my current age.[/QUOTE]
It'd be awesome if they were giving out a load of Horrible History and Horrible Geography, those books were great. I loved them when I was 6 or so.
So they're just going to be putting any books they can in there but none that cover the topic of diets or health eating pretty much.
the toys break in like a day anyway
"This doesn't taste very good!!"
[QUOTE=Northy66;39181488]So they're just going to be putting any books they can in there but none that cover the topic of diets or health eating pretty much.[/QUOTE]
One step at a time saviour of children.
DK books were awesome when I was a kid. I like this idea.
good idea
The idea and books are great but how many kids are going to actually read them is the question here
Honestly if I was a little kid going to mcdonalds and wanting a happy meal I'd be pretty pissed my hot wheels was education instead
Kids shouldn't go to mcdonalds in the first place.
[QUOTE=Nemisis116;39181540]The idea and books are great but how many kids are going to actually read them is the question here
Honestly if I was a little kid going to mcdonalds and wanting a happy meal I'd be pretty pissed my hot wheels was education instead[/QUOTE]
I'd have liked a book instead of hot wheels, but my parents did a good job of teaching me to appreciate reading and friendships over toys and whatnot. (Thanks, parents! You done good)
HOLY SHIT REALLY?! I wonder if they'll let you buy the books only like they did with the toys it'd give me shit to read while on the shitter.
[QUOTE=Mechwarrior;39181568]HOLY SHIT REALLY?! I wonder if they'll let you buy the books only like they did with the toys it'd give me shit to read while on the shitter.[/QUOTE]
Yep
[quote]And the DK books will be available to buy in McDonald's as stand-alone purchases too.[/quote]
It are more like glorified flyers rather then books.
[img]http://www.femalefirst.co.uk/image-library/land/500/m/mcdonalds-reading-4.jpg[/img]
They have stickers in them tho, they made me happy.
hehe we've had books with happy meals in Sweden for over 7 years I think.
Haha they should have a Healthy Eating book as one of them
I don't think this book thing will kick in all that well. It's a good idea don't get me wrong but kids get Happy Meals for toys not books. You can try and make the books glorified and interesting to read but the concept of getting a book with your meal is strange and doesn't likely appeal to younger kids. Then again their parents are the one buying them the meals so I guess that more or less changes that a bit.
"hey doc, so what if I'm obese? I'm educated!"
At first I didn't know what to think of this, but I realized this is probably way better.
Anyone remember when Burger King gave kids the chance to win a GameBoy if you found a Golden Yoshi in your Kid's Meal?
It's a good step. But I doubt that it will last very long. Children are more attracted towards toys than books after all.
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