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McDonald's Happy Meal comes with Books now

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | August 20, 2014
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McDonald's India will offer around two million books with its Happy Meals over the next three years.

McDonald's is offering books with Happy Meals for the first time in India. Under the initiative, the QSR chain will offer nearly three quarter of a million books for two months every year.

Happy Meal Books from McDonald's

In 2014, the program will run throughout August and September; and will include limited edition books that feature fun and playful themes to make Family Time, a Happy Time.

Themed around animals, space, history and human body, the Happy Meal books present scientific facts through stories and imagination; and include beautifully illustrated and inspiring books such as Watch Me Grow and WOW! The books sold as part of Happy Meals have been developed in partnership with Dorling Kindersley (DK) and Scholastic Inc.

McDonald's says that this is part of its commitment to provide children books that entertain them and also enhance their learning and knowledge through fun ways. Commenting on the initiative, Rajesh Kumar Maini, general manager, corporate communications, says, "Serving families is in our DNA; and providing a fun and relaxing experience for our customers has always been a priority for us. We are always looking for opportunities that offer families and children something that is fun; exciting and educational. Research shows that storytelling and reading are highly engaging for both the children and the parents. We earnestly believe that this initiative would inspire a new generation of readers."

Toys have long been a part of the Happy Meal experience and were first introduced with Happy Meals in 1979. Now, by offering books, McDonald's is making an important effort in the evolution its Happy Meals for children.McDonald's entered India in 1990 and opened its first store in Delhi in 1996.

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