Reading over a hamburger with fries? It’s possible at McDonald’s, because the fast food chain is giving away some 400,000 books during Children’s Book Week.
From September 30 to October 11, a Happy Meal will not only include a hamburger or chicken nuggets, chips and snack tomatoes for the aficionados, but also a part of the “Adventures of the Treetop Twins” series by American writer Cressida Cowell. Normally, children can choose between a surprise toy or a booklet.
McDonald’s is the new partner of the Children’s Book Week, in addition to main sponsor NS. That fact will probably raise some eyebrows. Because how can fattening fast food be reconciled with the love for the children’s book, food for the mind?
“Unorthodox Measures”
Job Jan Altena of the CPNB, organizer of the Children’s Book Week, has of course counted on that question. Dutch children enjoy reading so little, and they score so badly in technical reading skills, that, in his opinion, “unorthodox measures” are needed. “All kinds of things are happening in schools and in libraries, of course, but we are also talking to the game industry.”
If the reader doesn’t come to the book, then the book should just be brought to the reader, is the idea. The collaboration with the fast food chain fits this approach. “We are not saying: you have to go to McDonald’s now. But the reader is already there anyway. The books make the Happy Meal better anyway: reading is good for your mental health. ”
Broader focus
The CPNB also receives a financial contribution from the new partner. Altena does not want to say how high the amount is. “But it ensures that we can demand much broader attention. Everyone now knows that it is Children’s Book Week. ”
McDonald’s has been giving away Cowell booklets worldwide since early 2019. For the time being, children will not become acquainted with Dutch writers; there is no Mylo Freeman, Annet Schaap or Sjoerd Kuyper with the fries. “We see this as a first step in our collaboration,” says Altena. “By the way, quite a few writers have already come forward who said: can I also participate in this promotion.”
Also read:
In the Children’s Book Week Gift 2020, Arend van Dam walks haphazardly and with big steps through history
The Children’s Book Week (September 30 to October 11) is about history this year and although the author of the gift book does not have to worry about the theme, it was obvious that Arend van Dam would.
Dutch young people read far too little, which has unpleasant consequences in the long run
Young people read very few books. The cabinet must do much more to promote reading pleasure, advise the Education Council and the Council for Culture.
