Hachette happy to extend its McDonald's meal deal

Hachette happy to extend its McDonald's meal deal

Hachette is extending its deal with McDonald’s after 13m Enid Blyton books were distributed to children in the UK via the fast food chain’s Happy Meals.

During the first part of the collaboration, which ran from 30th April to 2nd June, McDonald’s gave out six different Secret Seven stories with Happy Meals. The success of the scheme has led Hachette and McDonald’s to extend their partnership with a new set of books; the Amazing World non-fiction series, published by Hachette’s imprint Franklin Watts.

Publishing director Anne McNeil said working with the fast food chain was a “fantastic opportunity” for Hachette to get books directly into the hands of children.

The Amazing World books, which will be given out with Happy Meals from June until September, have been adapted for children of different reading abilities, McNeil said. “On a spread about volcanoes, for example, the [books] explain what a volcano is in 10 words but then there is an inset bubble with a more complex explanation,” she said.

Between June and September, McDonald’s will distribute 10 million copies of six Amazing World titles—Bears, Big Cats, Dinosaurs, Elephants, Penguins and Volcanoes—across Europe.

McDonald’s is also publishing Sea Life, an interactive digital book that is also part of the Amazing World series. Consumers will be able to download it to the Happy Studio app via a QR code.

The partnership with Hachette is part of McDonald’s Happy Readers campaign, launched in 2012, which aims to encourage children in the UK to read.

Pierre Woreczek, senior vice-president of McDonald’s Europe, said books were a long-term commitment for the company. “Our Happy Readers programme is based on extensive research among families who have told us that they want support with encouraging their children to learn to read independently,” he said.