McDonald’s adds literary flavor to its kids menu

In an effort to promote literacy and boost its image, McDonald’s is offering its littlest consumers a takeaway with substance—something to read.

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Budding bibliophiles, behold: McDonald’s is (temporarily) ditching its plastic Happy Meal toys for children’s books.

This is the third year the fast-food chain is partnering with HarperCollins and the literacy nonprofit Reading Is Fundamental to reach children who might not otherwise have access to books. The campaign runs through Feb. 15.

“With two-thirds of children living in poverty without books, McDonald’s is helping to provide critical access to books to inspire children to read,” RIF’s CEO Carol H. Rasco said in a post on Medium .

To draw further attention to the cause, McDonald’s has donated an additional 100,000 books to the nonprofit this year. The Los Angeles Times reports that the brand’s donations will near 50 million books by the end of 2016’s giveaway.

Here’s more from Rasco’s post on Medium:

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