Through a partnership with the National Literacy Trust, McDonald's is hoping to fortify children's minds.

Today's young adults probably remember the massive fast food toy promotions of the 90's, with various fad-related toys like Pokémon and Beanie Babies hotly anticipated and even held on to as collectibles. However, today's trends, with so many kids enjoying the benefits of their parents' (or their own) smart devices, has brought the biggest rewards for loyalty into the virtual world. McDonald's, at least, sees this as an opportunity to portray their product for children as more edifying and wholesome, which they've done in the past by through efforts to make the Happy Meal healthier. Now it's time to feed the mind: in the UK this month, they're offering free downloads of eBooks from Enid Blyton’s ‘Secret Seven’ series courtesy of Kobo. This will temporarily turn McDonald's into the largest book distributor in the UK.

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