McDonald's is the new sponsor of the Children's Book Week, the CPNB Foundation (Collective Propaganda of the Dutch Book) announced Friday.

With a Happy Meal, children will no longer receive toys, but a booklet.

Since last year, guests of the restaurant chain can already choose between a reading book and a toy, but during the Children's Book Week, only booklets will be given away.

The CPNB Foundation hopes to appeal to a large group of new potential readers through the collaboration with McDonald's.

The fast food chain receives more than three million guests every week.

This year's Children's Book Week takes place from September 30 to October 11 in bookstores and public libraries.