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McDonald's UK replaces Happy Meal toys with books

January 11, 2012

McDonald's UK's latest Happy Meal promotion features Mudpuddle Farm books instead of traditional plastic toys.

The company plans to give out 9 million Mudpuddle Farm books within the next four weeks, which, according to the Telegraph, will elevate McDonald's as the country's biggest children's book retailer for a brief amount of time. On average, 6.4 million children's books are sold within a four-week period in the UK.

Ashlee Yingling, a spokesperson for McDonald's, said there are no current plans to roll out books or other learning tools with Happy Meals in the U.S.

McDonald's partnered with publisher Harper Collins for the UK promotion. The new Happy Meal campaign includes six titles from the Mudpuddle Farm range: Mossop's Last Chance; Albertine, Goose Queen; Pigs Might Fly!; Jigger's Day Off; Martians at Mudpuddle Farm; and Mum's the Word.

A finger puppet relating to the book series also is included with the offering.

There is no word as to whether or not the replacement of toys for books is a permanent move. The move the latest response by the company to improve its reputation after coming under fire throughout the past two years, particularly for "predatory marketing" through Happy Meal toys.

In the fall, McDonald's began rolling out a "slimmer" Happy Meal, with peeled apples and a smaller portion of french fries. The changes cut the offering's calorie count by 20 percent.

Other chains also have introduced healthier options, such as apple slices and low-fat milk, in their kids' meals, including Jack in the Box, Arby's, Popeye's and Whataburger. Chick-fil-A launched its new kids' meal earlier this week with a grilled chicken nuggets entrée. Chick-fil-A's kids' meals also feature books and learning tools in lieu of toys.

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