McDonald's is replacing its famous Happy Meal toys with Roald Dahl books for six weeks to encourage Kiwi kids to read.
The fast food giant is handing out nearly 800,000 copies of the British novelist's books with every kid's meal sold in New Zealand.
The books included will be the Fantabulous BFG, Lucky Charlie Bucket, Brave Little Sophie, Wonderful Willy Wonka, Marvellous Miss Honey and Matilda.
Each book will include stickers and activities, and all are complete with iconic Quentin Blake illustrations.
"The Happy Meal Readers programme is all about helping parents to get their children to enjoy reading," says McDonald's NZ marketing director Jo Mitchell.
"The Roald Dahl characters are ones that many parents will have enjoyed growing up and it's great to play a part in introducing them to a new generation."
In 2017, the restaurant permanently added books as an option instead of a toy in all Happy Meals.
A recent survey conducted by The Progress in International Reading Literacy Study (PIRLS) found that 40 percent of Kiwi adults could not read at a day-to-day functioning level. It also found that literacy in New Zealand primary school aged children had decreased in the last five years.
McDonald's says the trial, which has been running since January 24, hopes to inspire a lifelong passion for reading in Kiwi kids.
A different Roald Dahl book will be available with Happy Meals each week during the trial, or each can be purchased individually.
The six week book distribution:
24 January to 30 January
31 January to 6 February
7 February to 13 February
Lucky Charlie Bucket
14 February to 20 February
Brave Little Sophie
21 February to 27 February
Wonderful Mr Willy Wonka
28 February to 6 March
Marvellous Miss Honey