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Roald Dahl Happy Meals: UK McDonalds to Team Up With Author’s Estate to Distribute Books

James and the Giant Happy Meal.

roalddahl

McDonalds is teaming up with the Roald Dahl estate to distribute some of the author’s books in some 14 million Happy Meals. Each Happy Meal will contain a book featuring samples from each of the author’s classic works: Fantastic Mr. Fox, Charlie and the Chocolate Factory, and Roald Dahl’s Magical Mischief, featuring George’s Magical Medicine and Matilda. Some will also have bits from Roald Dahl’s Fantastic Families.

Unfortunately this promotion is only happening in the UK. For those of us stateside: we’ve always got our library cards, right?

This promotion is an attempt to get books into kids’ hands. The UK’s National Literacy Trust hopes to get more children reading books and enjoying classic works, and this partnership with McDonalds seems a surefire way to do it.

It seems an odd partnership, to be sure, but done correctly and with a gentle hand (read: no McDonalds branding on the books), it seems an interesting concept. Who knows, if it does well, maybe we’ll see a similar promotion over here soon.

(via The Guardian)

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