SWITZERLAND—  Books are increasingly being seen by fast food chains as an alternative to plastic toys. It’s a trend that’s sweeping more and more countries in Europe. For decades, cartoon characters and plastic superheroes have been a staple of children’s menus and a very important part of the marketing strategy to encourage children’s appetite for burgers and fries. In 2019, two girls in the UK and Ireland launched a petition signed by 500,000 people calling on McDonald’s and Burger King to stop giving away plastic toys. The two chains reacted differently to this action. Burger King decided to completely eliminate the plastic toys as part of its King Jr. Meals in the future. As a result, Burger King was able to save 320 tons of plastic per year in the UK and Ireland. McDonald’s, on the other hand, has opted for a mixed approach – children can choose from a soft toy, a cardboard toy such as a puzzle or a book.