McDonald's is bumping out toys in its iconic happy meals in favor of books -- at least for a limited time.
According to a report from AdAge, America's favorite burger chain will offer four "original children's books carrying a nutritional message" in Happy Meals for two weeks in November. Some 20 million books are expected to be distributed during the period.
Now, don't go thinking the Hamburglar or Ronald himself have gone out, taken up CrossFit and embraced a paleo diet. AdAge reports that the books will feature newer characters. "The Goat Who Ate Everything" chronicles the struggles of a goat, who, well, you know, eats too much and learns to eat better.
It appears McDonald's is looking to make a regular thing of the publishing business, with plans to offer ebooks next year.
"This is really the first step in a larger book strategy, and our intent is to continue over several years," Ubong Ituen, McDonald's USA's VP of marketing told AdAge.
AdAge also offered some perspective on just how big the two-week, 20 million book push is. "The Hunger Games" sold 15 million print copies in all of 2012.