Britain is pretty good at getting kids to read, mostly thanks to J.K Rowling. And now, following in Harry Potter's invisible footsteps, McDonalds is giving it a go.
In a five-week promotion, the fast food chain is trading those happy meal toys for non-fiction books. McDonald's Happy Readers campaign is expected to give away a total of 15 million books by next year, beating the 9 million of last year's pilot program.
Jonathan Douglas, director of Britain's National Literacy Trust, advocates the program telling Telegraph:
"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. 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."
I'm not sure if this will make the children of Britain 'happy,' but I am sure none of the books will be about nutrition.