Brain Food: McDonald's Happy Meals Now Include Books

Fast Feeder Launches Massive Book Push to Beef Up Its Kid Offering

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McDonald's just might become the country's largest children's book publisher for the month of November.

The chain, which typically offers toys in its kids meals, will package four original children's books carrying a nutritional message Nov. 1 through Nov. 14 with its Happy Meals, the beginning of a massive children's book push expected to last for several years. The chain said it expects to distribute 20 million books in that two-week promotion window.

The books, self-published by McDonald's, will be based on company characters -- but not the Hamburglar or Ronald McDonald.

One book, "The Goat Who Ate Everything," is about a goat who has a big appetite and struggles to eat well but eventually learns to eat smart. Another, "Deana's Big Dreams," shows how Deana, the world's smallest dinosaur, grew tall by eating well.

The characters and storylines were created by Publicis Groupe's Leo Burnett, which handles the chain's family and kids marketing. (Omnicom's DDB Chicago is McDonald's lead creative agency.) TV spots and other advertising will support the book promotion. Leo Burnett declined to comment.

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Oct 09, 2013
Leo Burnett Chicago
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