Reading in Fundamental is a non-profit organization founded in 1966. The Washington DC based literacy organization volunteers across all the US states and territories and has partnered with McDonald’s in promoting this campaign. This means Happy Meal is no longer just about the toys, it’s about promoting literacy to the younger generation where some have been exposed to videogames and games based in smart phones and tablets.
This might be a the first time McDonald’s is bringing the Happy Meal books to Asia as other countries like Australia have already been promoting this also in collaboration with DK Books.
For the whole month of May McDonald’s Philippines is introducing its first Happy Meal books featuring “The Magic School Bus” based from the book series of the same name first introduced in 1985 published originally by Scholastics Inc., the same company that produced the Harry Potter books series.
“The Magic School Bus” created by Joanna Cole and Bruce Degen was also produced into a animated TV series currently in its 4th season and 52 episodes an education series that mixes with science and fictional stories. The stories featured in the “Happy Meal books” have six adventures that have something to do with Dinosaurs, planet Earth, Ocean floor, Rainbow, the Solar System and Plant Seeds.
In other markets like Malaysia the have more books released, which not necessarily based on “The Magic School Bus” they have something to do with the animals, humans and art & culture.
It’s a first time for everything not just about toys promoted through Happy Meal but also books for the kids who would be reintroduced into reading. This is a perfect time to promote literacy in the Philippines with some “Happy Meal Books”, which has begun its promotions replacing the Shaun the Sheep toys from last month.
“The Magic School Bus” featured DK Books for Happy Meal begins its availability on May 8, 2015 and more details just LIKE McDo PH on Facebook, and Follow on Twitter at: @McDo_PH