McDonald’s restaurants in India will now be giving out books with Happy Meals instead of toys, a change that executives say will promote “children’s happiness and well-being.”
The announcement of the change came this week, resulting in headlines around the world. McDonald’s India said the reason for changing out the traditional toy given in Happy Meals was simple — to give kids another chance for education .
“The introduction of books along with our popular Happy Meals is part of a global strategy, undertaken with the aim of delivering more value, fun and relevance for families,” said Ranjit Paliath, vice president of business operations for McDonald’s India (West and South). “We realize that lifestyles are constantly changing around us and the Happy Meal books are yet another way in which McDonald’s is providing choices, keeping in step with our customer’s evolving needs.”
Paliath noted that in the UK, kids under the age of six own an average of six books. But in India, there are only three books for every 100 children, he added.
“As a leading family destination,” he added, “we’re happy to offer Happy Meal books, our goal is to support parents and inculcate the habit of reading among kids at an early stage. Globally, McDonald’s vision is to champion happier and healthier generations of children. This global book strategy represents a system wide ‘iconic’ move for us.”
The change came after McDonald’s instituted some modifications to the Happy Mea l in the United States. This year the fast-food chain introduced a new, smiling mascot with its Happy Meal, and in recent years had introduced more healthy options including apple slices and Go-Gurt yogurt sleeves for children.
The books given with Happy Meals in McDonald’s restaurants in India will cover a range of educational topics, including the human body, space, baby animals and scientific facts.
