For the fifth year in a row, McDonalds is running its Happy Readers scheme, which sees the toys in Happy Meals™ replaced with books. Children can get one of 8 exclusive books, each containing a short story by Roald Dahl with illustrations by Quentin Blake. To launch the promotion this year, McDonald's have released new research into parents’ attitudes to reading with their children. The study of parents of primary school age children shows that almost all parents (97%) see the importance of reading. 58% of parents believe that reading is a special time for bonding and 6 in 10 agree that reading to their child helps the child learn to read. However, only 15% of parents surveyed found time to have their child read aloud to them every day. The promotion ends on 2nd October.