McDonald’s UK has announced plans to bring the number of books it has given away to families to 55 million before the end of 2016, as part of its ‘Happy Readers’ campaign.

Working in partnership with the National Literacy Trust and Penguin Random House, for the next five weeks McDonald’s UK will hand out extracts of Jeff Kinney’s much-loved Diary of a Wimpy Kid series.

Announced in January 2013, McDonald’s ‘Happy Readers’ campaign was introduced in response to research showing that one in three children does not own a book and only half of children enjoy reading.

With help from partners, including the National Literacy Trust, Penguin Random House and Kobo, McDonald’s has given away books from some of the UK’s best-loved family authors, from Roald Dahl to Enid Blyton, and non-fiction books from award-winning publisher DK’s ‘Amazing World’ series.

Diary of a Wimpy Kid is McDonald’s fifth Happy Readers promotion. Over the next five weeks, McDonald’s plans to give away 11 million fun books offering a window into the mischievous world of schoolboy Greg Heffley and his wimpy kid escapades as part of McDonald’s Happy Meals, making the hugely successful series accessible to millions of children.

Emily Somers, vice president food and marketing, McDonald’s UK, said: “McDonald’s has long been a much-loved family experience and our Happy Meal promotions today are designed to be fun while fuelling imaginations and helping kids to learn. Through Happy Readers we have been able to put millions of books into the hands of families. We can’t wait for customers, young and old, to enjoy exploring the funny world of Greg Heffley through our Wimpy Kid Survival Guides.”