[Ammi]

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.

The fast food giant will become the UK's largest children's book distributor 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.

McDonald's will also give away additional vouchers for the books 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.

'Our research tells us that there is a very clear link between book ownership and children’s future success in life, 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 90 per cent of parents said they wanted to see more such giveaways


..although I am definately a 'book person', I'm not sure how I feel about this...happy meals were part of my own children's childhood and the toy was a big part of that...it also seems pointless to think about broadening the mind when the product sold is 'junk food'...I think that it's more to do with balance and making sure that children eat the healthy food as well and not just the rubbish...

..In moderation though, I think a little 'junk' food is ok...it's also ok to have a toy and not always educational stuff..

..It didn't seem 'broke' to me, so why 'fix' it...what do you think...?....

[Redway]

More PC bollocks from the bloody stupid government.

[EddyEagal]

Getting a toy in my happy meal was a big thing for me when I was younger, haha

Kids wont be look forward to getting a book.

Ridiculous idea.

[armand.kay]

Oh ffs.

[Niamh.]

Oh Dear, that will not go down well

[Saph]

I actually agree with this move, and I can't see a negative. Let's be honest, kids get led into happy meals because they are little and cheap, but kids love McDonalds. If a happy meal had never contained a toy, then kids would have still been hoovering them up at a rate of knots.

Child literacy is embarrassing in this country, and if a few more children read the odd book because of it, then it's a bonus.

[SharkAttack]

First apple slices in the Happy Meals and now this. The only happy part of that is gently sliding the full tray into the garbage bin with mom and dad's keys to the car, while no one's looking.

[arista]

Some kids will like the small books.

[arista]

Originally Posted by Jesus.H.Christ

I actually agree with this move, and I can't see a negative. Let's be honest, kids get led into happy meals because they are little and cheap, but kids love McDonalds. If a happy meal had never contained a toy, then kids would have still been hoovering them up at a rate of knots.

Child literacy is embarrassing in this country, and if a few more children read the odd book because of it, then it's a bonus.

Bang On Right

[Ammi]

Originally Posted by Redway

More PC bollocks from the bloody stupid government.

..tbh, I don't think it's anything to do with the government Redway..they're teaming up with the author and book retailer because of a survey done by the Literary Trust..although I suspect the survey isn't the real reason,..they're just trying to increase their profits and think this might appeal to parents more..the decision makers obviously aren't parents of children who like happy meals lol....

[Ammi]

Originally Posted by Jesus.H.Christ

I actually agree with this move, and I can't see a negative. Let's be honest, kids get led into happy meals because they are little and cheap, but kids love McDonalds. If a happy meal had never contained a toy, then kids would have still been hoovering them up at a rate of knots.

Child literacy is embarrassing in this country, and if a few more children read the odd book because of it, then it's a bonus.

..although I understand what you're saying and would agree if I felt that would happen..I actually don't think it will help at all...parents who feel pre-school reading is important have and will always give it a priority anyway, whether they allow their child happy meals or not...and those parents who don't feel it's important, won't encourage it with the free book anyway..at the school, we have tried many schemes to encourage more early reading at home..but they're only succesful with the parents who have already prioritised it anyway...and similarly, if a parent doesn't want their child to eat McDonalds or any other 'junk' food..then I doubt enticing them with a small picture book will make any difference to that....

[SharkAttack]

Originally Posted by Jesus.H.Christ

I actually agree with this move, and I can't see a negative. Let's be honest, kids get led into happy meals because they are little and cheap, but kids love McDonalds. If a happy meal had never contained a toy, then kids would have still been hoovering them up at a rate of knots.

I doubt that. The food has always been crap, but the toy has been the *thing.*
My own kids look past the **** food and go to fiddling with the toy, piecing it together or adding on the stickers. Often, the food goes untouched entirely. Granted, I take them there once every few months to play on the slides and in the tunnels. (and Yes! to being sick for 3 days after that)

Originally Posted by Jesus.H.Christ

Child literacy is embarrassing in this country, and if a few more children read the odd book because of it, then it's a bonus.

Agreed, Jesus. It can't hurt. At least make it fun.

Originally Posted by Ammi

..although I understand what you're saying and would agree if I felt that would happen..I actually don't think it will help at all...parents who feel pre-school reading is important have and will always give it a priority anyway, whether they allow their child happy meals or not...and those parents who don't feel it's important, won't encourage it with the free book anyway..at the school, we have tried many schemes to encourage more early reading at home..but they're only succesful with the parents who have already prioritised it anyway...and similarly, if a parent doesn't want their child to eat McDonalds or any other 'junk' food..then I doubt enticing them with a small picture book will make any difference to that....

If this was a governmental tactic, then I'd agree with you. I know there are parents at both end of the scale who will carry on their current behaviors with their children regardless of what McDonalds do, but it's the ones in the middle that this might help.

It's in no way a long term strategy, and it's a bit embarrassing that it's even needed, but if 10 more children each year find out they actually like books, then it doesn't really hurt anyone. Those toys are terrible for the environment with all the plastic, so it's a win-win.

[Munchkins]

Good Idea!
as a little kid i used to laugh at how tacky and cheap the little toys were, so threw them away anyway..

[Jessica.]

I think it's a wonderful idea, I wonder if this will happen in Ireland too? There isn't as much as a literacy problem, since most kids I know could read fine at the age of 5 but kids still don't read enough.

[Ammi]

Originally Posted by Jesus.H.Christ

If this was a governmental tactic, then I'd agree with you. I know there are parents at both end of the scale who will carry on their current behaviors with their children regardless of what McDonalds do, but it's the ones in the middle that this might help.

It's in no way a long term strategy, and it's a bit embarrassing that it's even needed, but if 10 more children each year find out they actually like books, then it doesn't really hurt anyone. Those toys are terrible for the environment with all the plastic, so it's a win-win.

..yeah, I agree..but in terms of a 'healthy childhood'..I also feel that there has to be a balance..comparatively to other toys the children have anyway, I would imagine that the happy meals toys are a very small percentage of the environmentally unfriendly ones...I guess that working in a school and observing different schemes that we've tried..I'm quite fixed in my views as to the success rate...I also think that an open learning mind originates from a healthy body, which McDonalds doesn't really supply....

..this probably isn't relevant, but when Jamie Oliver promoted healthy eating/menus at school...it was staggering how many parents wouldn't even allow their children to partake out of principle...and because they had alfready decided their child wouldn't like it, so prevented them from trying a healthier option just to see...

..If a parent has already decided not to prioritise something, no matter what the benefit to the child, I feel it could prevent them from buying McDonalds..maybe try Kentucky etc instead...I think they all do their own version of 'happy meals'..just 'out of principle'...so it's a lose/lose situation..McDonald's profits go down..and a child doesn't benefit from a picture book....

..I have to say that I would like to think that I'm wrong here and that it does prove to be a success....I'm hopeful but sceptical....

[InOne]

Kids managed fine with toys before, parents should be encouraging their kids to read not McDonalds!

[Shasown]

Originally Posted by SharkAttack

I doubt that. The food has always been crap, but the toy has been the *thing.*

You never know the books might be more nutritious and taste better than their burgers.

[BBfanUSA]

Originally Posted by InOne

Kids managed fine with toys before, parents should be encouraging their kids to read not McDonalds!

...that doesn't make any sense. The parents will know beforehand that they're getting a book. Parents can go there to encourage their kids to read.

[Livia]

Originally Posted by BBfanUSA

...that doesn't make any sense. The parents will know beforehand that they're getting a book. Parents can go there to encourage their kids to read.

As opposed to the library, or a book shop?

[Ninastar]

because 1 book in 1 happy meal is going to help a child learn to read

it's down to the parents imo

[Stu]

Originally Posted by Redway

More PC bollocks from the bloody stupid government.

What in the fuck are you on about.

This has literally nothing to do with political correctness or government. It's a McDonald's move with a keen eye to good publicity.

'PC' and 'stupid government' are timeless hallmarks of people who don't really have much to say in a debate.

[nicole_burks]

Where I work we give out books as toys and the kids love them.

I think this is a great idea for mcdonalds

[BBfanUSA]

Originally Posted by Livia

As opposed to the library, or a book shop?

Like an average kid would be enthusiastic to go to either place.