In a campaign backed by the National Literacy Trust, England's McDonald's will be giving away 15 million books together with its Happy Meals over the next two years. The move comes after statistics from the National Literacy Trust have shown that "one in three children don't own a book, and that half don't enjoy reading."
Following a pilot last year, which saw nine million books by Michael Morpurgo given away to children, McDonald's has now committed to a new, long-term campaign backed by the National Literacy Trust. By the end of 2014, the 1,200-restaurant chain says it will have handed out at least 15m fiction and non-fiction books to families in the UK, starting today with a five-week promotion in which a non-fiction book from DK's "Amazing World" series will be given away with every children's meal. The books cover topics including stars and planets, big cats and oceans.
McDonald's said it would also launch new "Happy Readers" £1 book offers, redeemable at WHSmith, and will additionally "lend its family-friendly restaurant environment and its focus on family fun to encouraging parents and children to enjoy books together". As well as DK, it will work with other publishers throughout the next two years on its promotions.
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