The next time parents order a Happy Meal from McDonald's, they might find a book inside the meal's packaging instead of a toy.
The company announced recently that the treats inside kids' meals would change until Feb. 15 as part of an experiment. The meals will contain one of five miniaturize-size paperback books, a partnership with Reading Is Fundamental.
"Reading Is Fundamental is pleased to partner with McDonald’s again this year and (to) provide much-needed books to children who have limited access to them," said Carol H. Rasco, president and CEO of RIF. "Books are the building blocks for a better future. They foster the imagination, expand our understanding of the world and fuel a lifelong love of learning. We’re pleased McDonald’s is helping millions of children discover the joy of reading."
The Valentine's Day themed books include "Clark the Shark Takes Heart," "Happy Valentine's Day, Mouse!," "Pete the Cat: Valentine's Day Is Cool" and "Paddington."
This is the third time McDonald's has temporarily swapped the toys for books. The Los Angeles Times reported that the company will distribute more than 50 million children's books by the end of the promotion.
But not everyone is impressed. Jessie Bragg, spokesman for watchdog group Corporate Accountability said:
It's definitely more of the same. It's just a way to get their brand in front of kids in a very subversive way.
The four books in the series are based on McDonald's own animated animals.