McDonald's begins children's book initiative
McDonald's Canada has begun a joint promotion with children's book publisher Kids Can Press. During the initiative, consumers will be able to choose a book to be included with the purchase of a Happy Meal rather than a toy. According to the company, the promotion is intended to encourage reading among children and families. The available books are written and illustrated by Canadians and deal with Canadian subject matter. Kids Can Press is a subsidiary of Corus Entertainment.
"We believe books are an important piece of building a better future and can inspire children to learn, create and better understand the world around them," said Antoinette Benoit, chief marketing officer at McDonald's Canada. "We hope the Happy Meal Book program encourages families to come together and share the magic of reading."