How About A Side of Literature With That Happy Meal?
Via: The Guardian
Honestly, how long do those cheap Happy Meal toys last before they end up sad and lonely under the passenger seat? They're the proverbial Cracker Jack prize of today's children, typically discarded in a matter of minutes. The Beanie Baby notwithstanding, it's been a while since McDonald's has been able to generate much buzz in the way of fast food trinkets, so it comes as a bit of a surprise that they're turning to literature to beef up their sales numbers.
In a bold (but damn classy) move, McDonald's is pairing up with HarperCollins publishing to give out nine million copies of Michael Morpurgo's Mudpuddle Farm books. National Literacy Trust is the big supporter here, which said that McDonald's "size and scale will be a huge leap towards encouraging more families to read together."
The promotion will run between January 7th and February 11th at participating locations (while supplies last), however, if you'd like to buy a book without the purchase of a Happy Meal, that's totally fine.
Booktrust director Viv Bird was very positive about the partnership, saying, "There is a real cultural challenge around reading for pleasure and we've got to be really careful, particularly in the current climate and with the concerns about literacy standards, that parents don't think reading is only about phonics – that they realise enjoying reading is just as important. This partnership with McDonald's Happy Meals and HarperCollins sends a really powerful message that reading is for everyone. You've got Michael Morpurgo, the ex children's laureate whose writing is fantastic, you've got quality books which are going to reach lots of families who wouldn't necessarily go into libraries or bookshops: what is there to disagree with?"
Exactly! Good move, Mickey D's! Hell, I wish more places would do this. How about if you rack up a $200 tab at Ruth's Chris you get a copy of Choke by Palahniuk?
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