The fast-food giant McDonalds will include some 14m books featuring extracts from Roald Dahl’s children’s novels over the next six weeks in its Happy Meals as part of the company’s Happy Reader scheme. The deal, effective today across the UK and Ireland, means children will receive extracts from such beloved novels as The BFG and George’s Marvellous Medicine in lieu of the toys typically included in the box.

The eight booklets will include extracts from a number of Dahl’s most popular books. McDonalds Ireland will also host a number of events around the country during the Happy Reader programme, details of which can be found at the bottom of this post.

Steve Hill, head of marketing at McDonald’s UK, said: “Dads like me grew up on the magic of Roald Dahl and his extraordinary characters. Finding time for families to have fun together is all part of a trip to McDonald’s, so I’m thrilled we’re able to introduce the likes of Matilda, James & the Giant Peach and the wonderfully ludicrous Twits to a new generation of readers.” 

Abigail Moss, deputy director of the UK’s National Literacy Trust, said: “Reading and telling stories together as a family is so important in giving children a solid grounding in literacy skills and helping them to reach their full potential. Many parents will have enjoyed the wonderful world of Roald Dahl when they were young and now they’ll be able to share these iconic stories with their children.”

Children's TV personality Emma O'Driscoll at the launch of the McDonald's Ireland Happy Reader programme

The Happy Reader Happy Meals are available nationwide from today. The McDonalds Ireland Happy Reader events series:

• Friday, September 25^th, from 16.00 to 17.00: McDonald’s Dundrum Town Centre, Dublin
• Friday, October 2^nd from 16.00 to 17.00: McDonald’s Kilkenny, Hebron Road Roundabout
• Friday, October 9^th from 16.00 to 17.00: McDonald’s Ballincollig, Cork