McDonald’s has once again partnered up with World Book Day meaning children’s happy meals will come with a free book token from today (Wednesday).
The book tokens can be exchanged for one of twelve official World Book Day titles, including options from much-loved children’s authors Tom Fletcher, Jonny Duddle and Katherine Rundell.
The fast-food giant announced its campaign as it celebrated the distribution of its 100 millionth book to children in the UK, making McDonald’s the UK’s largest provider of children’s books.
World Book Day falls on Thursday, March, 4 this year but the book tokens will be available throughout March.
In addition to the book tokens that will be attached to the side of the box, Happy Meals will also come with the latest fully sustainable card-based toy.
Tokens can be exchanged for a free book at participating supermarkets and bookshops, alternatively they can be used against any full-price book or audio book instead.
McDonald’s said this year’s partnership with World Book Day is more important than ever as it will help distribute these important tokens to families across the country, improving access to free or affordable books.
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The milestone has been endorsed by the Education Secretary, Gavin Williamson.
Gavin Williamson said: “Books are such an important part of children’s lives, not just for their academic development but broadening their minds and imagination.
“World Book Day is a celebration of that, and it is fantastic that the McDonald’s campaign has given away 100 million books to date, giving children of all backgrounds the chance to enjoy reading.”
Michelle Graham-Clare, VP of Marketing & Food at McDonald’s said: “We are incredibly proud of this 100 million books milestone. We are proud to distribute millions of books every year as part of our Happy Meal and this World Book Day feels like a great moment to celebrate our 100 millionth book giveaway.
“As a mum of two, I know the importance of making sure children develop a love of reading, but also the struggle that can come with finding the time to read together at home. We also know that for many it’s not just about time, but access to books and stories.
“Our aim in supporting World Book Day is to support as many families as possible to share stories – in whatever way they can: whether that’s at bedtime; or over Zoom with loved ones they might not have seen for a while.
“We’re also delighted be offering our another fully sustainable toy in Happy Meal ® boxes, with our new partnership with Jurassic World and our fantastic paper-based dinosaur model toy. We are committed to making substantial changes to becoming a more sustainable business and this is just another way we are working towards that.”
Chief executive of World Book Day, Cassie Chadderton, said: “We are thrilled that World Book Day is continuing to partner with McDonald’s in 2021.
“World Book Day aims to change lives through a love of books and shared reading and our mission to ensure that all children can experience the life-changing power of books and reading has never been more important.
“With McDonald’s help we are able to engage with millions more families across the UK and Ireland – getting the £1 World Book Day Token into their hands and helping to encourage all children to discover the joy of books and reading for pleasure.”
