McDonald’s has partnered with the Roald Dahl Literary Estate and Penguin Random House Children’s UK to bring even more fun to the joy of reading as part of the latest Happy Meal promotion.
From 23 September to 3 November, McDonald’s will be distributing exclusive Roald Dahl books as part of the Happy Meal. Each book has an exciting and engaging theme and features stories from some of Roald Dahl’s classic tales, including: Charlie and the Chocolate Factory; The Twits; The BFG; The Witches and Matilda. Each book also features Quentin Blake’s iconic illustrations and fun activities linked to the stories.
To support the campaign, and to help make reading really fun for kids, The Marketing Store has developed a new and exciting addition to the Happy Studio app (available to download for free on Android and iOS). The app uses voice-activated technology to respond to words and phrases in each book with a series of fun sounds and animations. This experience literally brings the story and words on the page to life and helps immerse families into the extraordinary worlds and characters of Roald Dahl.
Steve Hill, head of marketing, McDonald’s UK, said: “This is the fourth time that we’ve given out books as part of the Happy Meal and we’re really excited to be teaming up this year with Roald Dahl, one of the most popular children’s authors of all time. The exciting addition to the Happy Studio app truly delivers on our objective to make reading fun and we hope that this immersive reading experience will add a new and exciting twist to Roald Dahl’s extraordinary stories.”
Emma Maynard, group account director, The Marketing Store, said: “The Roald Dahl partnership provided a rich opportunity to open up his wonderful world and characters to a whole new audience. The addition of the app adds a new dimension to the Happy Readers® books promotions and allows us to amplify Roald Dahl’s stories and most importantly the reading experience for children of all ages in a unique, fun and exciting way.”