McDonald’s Happy Meals to come with free World Book Day tokens

McDonald’s Happy Meal boxes will come with free World Book Day tokens from tomorrow.

The fast-food giant announced its campaign as it celebrated the distribution of its 100 millionth book to children in the UK.

The tokens will be attached to the side of every Happy Meal box and can be exchanged for a free World Book Day title at participating supermarkets and bookshops, or used to get £1 off any full-price book or audiobook instead.

12 official World Book Day books are on offer this year, from authors including Tom Fletcher, Jonny Duddle and Katherine Rundell.

World Book Day will be celebrated on Thursday 4 March, but the tokens will be available throughout the month.

McDonald’s says the Happy Meals will also come with a fully sustainable paper-based dinosaur model toy based on the Jurassic World franchise.

Gavin Williamson, the education secretary, said: “Books are such an important part of children’s lives, not just for their academic development but broadening their minds and imagination.

“World Book Day is a celebration of that, and it is fantastic that the McDonald’s campaign has given away 100 million books to date, giving children of all backgrounds the chance to enjoy reading.”

Chief executive of World Book Day, Cassie Chadderton, said: “We are thrilled that World Book Day is continuing to partner with McDonald’s in 2021.

“World Book Day aims to change lives through a love of books and shared reading and our mission to ensure that all children can experience the life-changing power of books and reading has never been more important.

“With McDonald’s help we are able to engage with millions more families across the UK and Ireland – getting the £1 World Book Day Token into their hands and helping to encourage all children to discover the joy of books and reading for pleasure.”

Michelle Graham-Clare, VP of Marketing & Food at McDonald’s, said “We are incredibly proud of this 100 million books milestone.

“We are proud to distribute millions of books every year as part of our Happy Meal and this World Book Day feels like a great moment to celebrate our 100 millionth book giveaway.

“As a mum of two, I know the importance of making sure children develop a love of reading, but also the struggle that can come with finding the time to read together at home.

“We also know that for many it’s not just about time, but access to books and stories.

“Our aim in supporting World Book Day is to support as many families as possible to share stories – in whatever way they can: whether that’s at bedtime; or over Zoom with loved ones they might not have seen for a while.

“We’re also delighted be offering our another fully sustainable toy in Happy Meal ® boxes, with our new partnership with Jurassic World and our fantastic paper-based dinosaur model toy.

“We are committed to making substantial changes to becoming a more sustainable business and this is just another way we are working towards that.”