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YAY(-ish): Mcdonald’s Replacing Happy Meal Toys with Books

You may have heard of McDonald’s somewhat-sketchy agreement not to advertise soft drinks for its Happy Meals, but apparently the fast food leviathan’s campaign to improve the wellbeings of America’s youth is far from over.

From November 1 through 14, all tiny plastic playthings will vanish from McDonald’s kids’ meals in favor of four original paperback books featuring the “Goat Who Ate Everything,” Deana the Dinosaur,  Doddi the Dodo Bird, and an ant. The stories themselves are meant to promote “healthy eating” and the campaign launch coincides with National Literacy Day on November 1. Sadly, Ronald McDonald, the Hamburglar and Grimace are nowhere to be seen.

“We think that this is a fun and engaging way to give a nutritional message to kids,” Ubong Ituen, VP of marketing for McDonald’s USA, told AdAge.

Which, you know, is all well and good. But good luck convincing your kids not to eat at Burger King the whole time.

H/T AdAge + PicThx Marketwire