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McDonald's Canada introduces e-books through Happy Meal app

October 31, 2013

McDonald's Canada announced that it will offer books in its Happy Meals at participating restaurants for a two-week promotion starting Nov. 1, while supplies last. The promotion includes four limited-edition books, offered in sequence, which feature Happy Meal original characters and a focus on nutrition.

The company is also introducing monthly e-books, which are available on McPlay, McDonald's Happy Meal app.

"As a top family destination, we're proud to offer Happy Meal books for parents and kids to enjoy together and to foster the joy of reading," said Joel Yashinsky, CMO, McDonald's Canada. "In recent years we've made significant strides to enhance the Happy Meal experience and the launch of this program is another step towards that commitment."

The four books available include:

• The Goat Who Ate Everything: Tells the story of a goat who has a big appetite and struggles to eat right, but when he does, he feels great and becomes the playful 'kid' everyone loves.
• Deana's Big Dreams: Shares how Deana, the world's smallest dinosaur, grew tall by eating right.
• Ant, Can't:Features Ant, a bite-sized bodybuilder who encourages physical fitness through exercise and eating right.
• Doddi the Dodo Goes to Orlando: Follows happy-go-lucky bird Doddi, who eats right to have the energy to travel the world.

The Goat Who Ate Everything is the first e-book available for free download via McPlay.

The launch of Happy Meal books is supported by marketing elements including a TV spot and in-store merchandising.

Read more about marketing and promotions.