Fast food chain McDonald’s will partner publishers and retailers in the UK to launch a Happy Readers initiative that seeks to encourage reading amongst kids.

McDonald’s UK plans to give away 15 million non-fiction books over the course of the next two years as part of the campaign.

The company is working with the National Literacy Trust, publisher Dorling Kindersley and book retailer WH Smith to bring the campaign to fruition.

Happy Readers promotions across the chain’s outlets will run through 9 January – 12 February 2013 wherein Happy Meal consumers will receive an additional voucher to buy a book for £1 at WH Smiths.

Elaborating on the campaign McDonald’s UK vice president of marketing Alistair Macrow said that it was looking to exploit its scale and leverage its partnerships to achieve its objectives.

"Our restaurants are designed to be colorful, exciting places that children and their parents come to for a treat and we’re looking forward to books becoming a part of that family experience," said Macrow.

The move is part of the retailer’s aim to address the statistics revealed by Nlt that one in three children in UK don’t own a book and half of kids don’t enjoy reading.

The Happy Reading initiative follows a pilot in 2012 that saw the restaurant chain give away nine million books by Michael Morpurgo.