From today until 3 November McDonald's will give out the classic kids' books with Happy Meals.
It has also upgraded its free download Happy Studio app. Voice-activated technology will now respond to words and phrases in each book with a series of fun sounds and animations.
The app is designed to be immersive and bring the story to life.
Steve Hill, head of marketing, McDonald’s UK, said: "This is the fourth time that we’ve given out books as part of the Happy Meal and we’re really excited to be teaming up this year with Roald Dahl, one of the most popular children’s authors of all time.
"We hope that this immersive reading experience will add a new and exciting twist to Roald Dahl’s extraordinary stories."
Client: Steve Hill, UK head of marketing
Agency: The Marketing Store
Creative: Sav Evangelou