Okay, so no-one thinks that McDonalds is the ideal place to feed your kids. In fact, most of us would prefer to avoid the ‘restaurant’ if at all possible. However, there are times when it is unavoidable and, in a small saving grace, the much-maligned company have made steps towards promoting children’s education by issuing books instead of toys with Happy Meals for a limited time.
According to culture site Mashable;
McDonalds has four books in their line-up, three of them Valentine’s Day themed. They are: Clark the Shark Takes Heart by Bruce Hale, Happy Valentine’s Day, Mouse! by Laura Numeroff and Felicia Bond, and Pete the Cat: Valentine’s Day Is Cool. The children’s classic, Paddington, will also be offered.
McDonalds has offered small books twice before in the past. Including those previous promotions, the chain predicts that it will have distributed over 50 millions books by the year’s end. While they’re interested in promoting literacy (and shoring up their image), this particular campaign will only last two weeks.
Whilst some may view this as a rather contrived marketing scheme, it is still a step forward in reminding children of the joy that can be found in a paper and print book. With the ubiquitousness of screens in the form of tablets, smartphones and computers, the simple importance of keeping books alive is not to be taken lightly. And while there is plenty to criticize about McDonalds, we have to give them credit this time.