oct 10 2013 151 an advocacy group is criticizing mcdonalds announcement that it will include books in its happy meals to promote literacy the fast food chain says corporate accountability international is trying to earn undeserved goodwill from the growing number of parents and health advocates who are calling on them to stop marketing to kids mcdonalds based in oak brook ill said it will provide more than 20 million books to families in the us the company is also giving 100000 additional books to the literacy nonprofit reading is fundamental the happy meal fourbook giveaway featuring mcdonalds happy meal characters will begin on nov 1 which is national family literacy day and last for two weeks mcdonalds has been aggressively trying to improve its menu offerings and image announcing last month it would offer more fruits and vegetables read more mcdonalds promises more fruits and veggies in july the company announced lowerthanexpected secondquarter earnings of 14 billion but still up from 135 billion in the same period a year ago corporate accountability international the group that brought a nineyear old girl to mcdonalds shareholder meeting to scold ceo don thompson last may is critical of mcdonalds reading campaign read more girl who scolded mcdonalds ceo not impressed with his response the groups value the meal campaign director sara deon called it a thinlyveiled promotion designed to get the brand in front of more kids and earn goodwill by associating the brand with a message of healthy eating its tricking kids and parents into thinking that mcdonalds has their best interests in mind she said this move is clearly a reaction to growing pressure from parents and health professionals around the impact its marketing is having on kids driving an epidemic of dietrelated disease this is not the change parents and health professionals have been demanding mcdonalds said it is already planning its next happy meal books program for 2015 the company is also offering families an interactive digital book each month through 2014 available on mcplay mcdonalds happy meal app jesse bragg press secretary for corporate accountability international said the campaign is clearly about reinforcing brand loyalty among kids