As part of the initiative, children will now get books in the iconic Happy Meal® by McDonald's. These books are aimed at feeding the curiosity of children and encouraging reading as a habit by making reading fun.

With more than 38,000 McDonald's restaurants all over the world, it may not be surprising to learn that the fast food giant sells about a billion (with a "b") Happy Meals a year to toy-fixated children (about 2.7 million per day).

The 'Always Working' campaign illustrates the changes made to the children's Happy Meal as part of the brand's 10-year nutrition strategy, which aims to reformulate its recipes, broaden choice and provide access to nutritional information. Since 2003, various changes have been made to the Happy Meal.

A Happy Meal is a kids' meal usually sold at the American fast food restaurant chain McDonald's since June 1979.

Bernstein watched his young son eat cereal every day and noticed that each morning he would hold up the cereal box and pore over it on all sides, day after day. It was something of a revelation, and he realized that “kids want something to do when they eat.”

NOW IN EVERY HAPPY MEAL, CHOOSE A BOOK OR TOY! You are leaving McDonald's to visit a site not hosted by McDonald's. Please review the third-party's privacy policy, accessibility policy, and terms.

It's a dietary staple. And a major part of what draws kids to McDonald's - and with them their families - over and over again are the toys. Of course it is. How many people, including kids, even if they like the white-bread bun dwarfing a barely there meat patty, would call the Happy Meal a great meal?

Scalability and longevity: The offer has global appeal and is scalable across geographies. Furthermore, many promotions only run for a few weeks, driving feast and famine in the supply chain. The Happy Meal has been running for decades, with resulting benefits in efficiency and consumer recognition.

Our mission is to make delicious feel-good moments easy for everyone. This is how we uniquely feed and foster communities.

Understanding their customers in context McDonald's demonstrates that time and time again, they understand how and why their customers choose their brand. It's this intricate understanding of their audience tastes, motivations and behaviours that truly sets them a part.

In 1977, the McDonald's restaurant owner clients who regularly met with Bernstein were looking for ways to create a better dining experience for families with kids. Bernstein reasoned that if kids could get a packaged meal all their own instead of just picking at their parent's food, everybody would be happier.

A Happy Meal is a kids' meal usually sold at the American fast food restaurant chain McDonald's since June 1979. A small toy or book is included with the food, both of which are usually contained in a red cardboard box with a yellow smiley face and the McDonald's logo.