McDonalds UK to give away Roald Dahl booklets with Happy Meals

Every McDonald’s in the UK will be giving away booklets featuring excerpts from Roald Dahl’s books with their Happy Meals. 14 million books have been produced for the six week event, which begins on Wednesday, September 23.

In 2013, The UK’s National Literacy Trust and McDonald’s partnered up to create the project “Happy Readers,” meant to provide young diners with reading tips. Earlier Happy Meal offers include vouchers for free downloads of e-books, as a part of a collaboration with Kobo, in the spring of 2014.

Back in 2013, Lisa Rootes, who is the head of partnerships at the National Literacy Trust, said: “We are delighted to be working with McDonald’s to give families access to quality, affordable books and spread the joy of reading. Reading for enjoyment can enrich children and young people’s lives beyond the classroom and give them vital skills for the rest of their lives.”

The Roald Dahl giveaway project is their latest idea, also in collaboration with Penguin Random House and the Roald Dahl Literary Estate. The booklets have titles such as “Roald Dahl’s Extraordinary Friends,” “Roald Dahl’s Fantastic Families,” and “Roald Dahl’s Beastly Creatures,” among others.

Over the next six weeks, many young readers visiting McDonald’s might get a chance to own their very first book, and for those who get the taste for more, McDonald’s will be giving away vouchers to buy two additional booklets for £1.

Steve Hill, head of marketing at McDonald’s UK, said: “Dads like me grew up on the magic of Roald Dahl and his extraordinary characters. Finding time for families to have fun together is all part of a trip to McDonald’s, so I’m thrilled we’re able to introduce the likes of Matilda, James and his Giant Peach and the wonderfully ludicrous Twits to a new generation of readers.”