Scanner wouldn't work today, so I'm quoting from "The Culture" page (between 41 & 47) of Time magazine, 1/28/13:

McDonalds in the U.K. is now giving books instead of toys as the prize in its Happy Meals. Kids will get nonfiction reads from DK Books' Amazing World series, including Stars, Big Cats and Oceans. The franchise expects to hand out 15 million books, making it the largest children's-book distributor in the country. You want a bookmark with that?"