McDonald’s to axe Happy Meal toys for books

BURGER giant McDonald’s is replacing toys in its children’s Happy Meals with books, including one about Paddington Bear.

Bosses are putting a range of four stories in 17 million boxed meals in the US to try to soften the chain’s public image after claims that its meals contribute to obesity.

Apart from Paddington by Michael Bond, 90, the other books are Valentine’s Daythemed: Clark the Shark Takes Heart; Happy Valentine’s Day, Mouse! and Pete the Cat: Valentine’s Day Is Cool.

McDonald’s is trying to be seen as what it calls a ‘modern progressive burger company’ instead of a fast food chain.

The company hopes that its customers will spend time reading with their children instead of playing with a toy. All of the books have been specially printed to fit into the Happy Meals containers.

McDonald’s teamed up with the Reading Is Fundamental non-profit group, whose president Carol H. Rasco said that ‘books are the building blocks for a better future.

‘They foster the imagination. We’re pleased McDonald’s is helping millions of children discover the joy of reading.’

McDonald’s introduced Happy Meals 30 years ago but they have been attacked by politicians, and in California their sale is restricted over fears of obesity.

The US fast food industry spent $714 million (£490 million) in a year on advertising targeted at children, including giving away toys, according to a report in 2012.