CorpComms Magazine

McDonald's has teamed up with publisher HarperCollins in a move to interest children in reading and capitalise on the launch of the film War Horse.

The fast food chain plans to hand out children's books with its iconic 99p 'Happy Meals'. These will include favourites such as Mossop's Last Chance and Martians at Mudpuddle Farm, by former children's laureate and author of War Horse Michael Morpurgo.

Each 'Happy Meal' will also include a finger puppet, which McDonald's claims will 'help parents bring the stories to life for their children'.

The promotion is accompanied by a television campaign, which explains that the move is to increase literacy and creativity among children, and will run until 7 February. The advertisement features 3D characters from Morpurgo's books.

Jonathan Douglas, director of the National Literacy Trust said: 'Its [McDonald's] size and scale will be a huge leap towards encouraging more families to read together.'

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