McDonald's have announced today that they will be replacing their plastic Happy Meal toys with books for kids.
The campaign backed by the National Literacy Trust will put millions of fiction and non-fiction books into the hands of families.
The shift comes after research from the NLT found that one in three children in the UK don't own a book and that only 50% of kids enjoyed reading.
The Happy Readers promotion aims to give away 15 million books by the end of 2014 and is also partnering with WH Smith to give away £1 book offers.
The five week promotion will offer a series of non-fiction books from DK Book's Amazing World series, including Stars and Planets, Big Cats and Oceans.
Alistair Macrow, Vice President of Marketing, McDonald's UK, said, 'With 1,200 UK restaurants and eight out of ten families visiting us each year, we're excited to leverage our scale, our partnerships and our presence in communities across the country to help millions of mums, dads and children find the fun in reading.'
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