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McDonald's will offer children the choice between a book or toy as their Happy Meal gift

PA
PA

Mcdonald's is changing its Happy Meal gifts after almost 50 per cent of parents said lockdown has negatively impacted on their children's reading habits.

To encourage a love of books, little ones will now be given a choice between a story and a toy along with their meal.

Book options will be rotated alongside toy promotions, but from today Scooby-Doo and the Haunted Castle and Scooby-Doo and the Werewolf will be on offer.

It comes after new research commissioned by McDonald’s UK shows that over two-thirds (67 per cent) of parents agree that school plays a major role in children’s reading.

McDonald's is giving children a choice of Happy Meal gifts (AFP via Getty Images)
McDonald's is giving children a choice of Happy Meal gifts (AFP via Getty Images)

The survey of more than 2,000 parents revealed that 47 per cent believe their children are reading less than before the coronavirus pandemic with 55 per cent reporting that they just don’t have access to as many books at home.

A third of parents surveyed (29 per cent ) admitted they rely on charity shops for books, which had been closed during Covid-19, and 26 per cent said new books are too expensive.

It is not the first time McDonald's has backed books and it has given away 93 million through its Happy Readers scheme over the past eight years.

In addition to the revamped Happy Meal, it will also distribute 2500 books to local charities such as Fareshare this summer.

The campaign has been supported by McFly front-man and author Tom Fletcher - in his role as a Happy Readers ambassador.

He said: “My son loves reading at school with his teachers and friends, which he has been missing over the last few months.

Mcfly frontman Tom Fletcher (PA)
Mcfly frontman Tom Fletcher (PA)

"With books being less accessible to some families during the pandemic, I’m sure many other children across the country have been missing reading at school and borrowing books from libraries.

"I think it’s amazing that a summer holiday treat to McDonald’s can also now mean a great new story to take home. Book or Toy is a very timely and important initiative, which will be beneficial to kids and families over the holidays and beyond, encouraging them to read new books at home together.”

Michelle Graham-Clare, Vice President Food and Marketing at McDonald’s UK and Ireland added: "The Book or Toy initiative is another example of providing our Happy Meal families with even greater choice – and what a choice to have! A brilliant story from some fantastic authors or a fun toy featuring some of their favourite film and TV characters

“This programme not only allows us to distribute even more books, but also supports our sustainability journey, giving families the ability to opt out of plastic toys. We are always working on our Happy Meal and from 2021, we will no longer give away hard plastic toys. We’re testing new packaging solutions for books and toys and constantly reviewing the menu to offer even greater choice to families.”

Long time supporters of the Happy Readers scheme, Jonathan Douglas, Chief Executive of the National Literacy Trust said: “Books have the power to enrich children’s lives – they fuel imaginations, help children learn new things and support positive mental wellbeing.

"Yet many children are missing out on these benefits at a time when they need them most because they don’t have a single book of their own. "That’s why we’re so pleased to be supporting McDonald’s to bring the magic of stories into children’s homes this summer through their new book or toy initiative. When children enjoy reading and have their own books, they are more likely to succeed in school, work and life, so we must do everything we can to inspire children to fall in love with reading for a lifetime.”

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