LEGO® and Roald Dahl collaboration at Giant's Causeway

Roald Dahl

Roald Dahl

It is one of six locations across the United Kingdom taking part in the Roald Dahl Day initiative, an annual celebration on and around September 13, the writer's birthday.

From today - which would have been Roald Dahl's 101st birthday - McDonald's is taking it upon themselves to carry on that tradition, with the launch of a new series of Roald Dahl mini books, packaged safely inside some handsome new Happy Meal boxes.

This is a groundbreaking collaboration between Roald Dahl and LEGO® - two icons of childhood, both beloved by kids and parents alike.

'There are few writers more magical than Roald Dahl, ' says Andre in a statement.

The fast-food front-runner's latest Happy Readers campaign sees eight new Roald Dahl-based books join the Happy Meal gang, each of which is based on a different existing Roald Dahl character or story.

A wise man once said, "If you are going to get anywhere in life, you have to read a lot of books".

Father-of-four Peter helped to celebrate Roald Dahl Day at a McDonalds restaurant in Epsom, Surrey, and had some fun reading stories by the much-loved author.

For educational purposes, naturally.

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