McDonald’s & Roald Dahl

In 2015 we joined with McDonald’s UK to bring the extraordinary world of Roald Dahl to life for millions of children through a landmark books partnership.

Over the six week promotional period, 15.5 million books featuring extracts from Roald Dahl’s most popular stories and brand new illustrations from world famous artist Quentin Blake were distributed as part of McDonald’s Happy Meals.


Eight books were created drawing on the expertise of Penguin Random House, McDonald’s, the National Literacy Trust and the Roald Dahl Literary Estate.


McDonald’s also gave away £1 book vouchers for WH Smith in the UK or Eason in Ireland, and Dahl themed Happy Meal boxes included codes which parents could use on to download a free eBook.


A new app, designed to bring to life each story through sounds and animations and using innovative voice-activated technology, was also launched.


The promotion was supported with national TV advertising, exciting radio, digital and social media marketing as well as themed activity days across 300 restaurants, engaging families with the books.


Speaking of the partnership, Steve Hill, Head of Marketing, McDonald’s UK, said: ‘Dads like me grew up on the magic of Roald Dahl and his extraordinary characters […] I’m thrilled we’re able to introduce the likes of Matilda, James and his Giant Peach and the wonderfully ludicrous Twits to a new generation of readers.’