Books and fast food appear to the thing of the moment.

First McDonalds have created a monster massive 10 million book giveaway promotion for their Happy Meals with Harper Collins and the author of War Horse and now Wendy’s have created an interesting book partnership with the Baby Genius brand.

Genius, the developer and marketer of entertainment products including the award-winning Baby Genius line of music and education-based products and characters, today announced a partnership with The Wendy’s in the US. Wendy’s restaurants will offer Baby Genius premiums for the under three age group in Wendy’s Kids’ Meals over the next 12 months.

Get them hooked young is clearly the strategy of both Wendys and McDonalds which Im not sure that the American Health Service would agree as there appear to be enough obese people in that country costing the American tax payer a fortune.

Beginning in February 2012, eight original Baby Genius board books will be offered for young children as part of a year-long Wendy’s

Wendy's normal advertising is more direct - heart attack anyone?

Kids’ Meal promotional program slated for over 6,500 Wendy’s restaurants in the U.S. and Canada. Wendy’s Kids’ Meal point-of-purchase displays and website will be branded with Baby Genius characters and each of the millions of board books will include a special money saving coupon for a set of Baby Genius DVDs.

Baby Genius will join other brand partners Creativity for Kids which is a nice connection to get kids and families drawing and the more obvious Mattel Games, all aimed at kid’s meals market.

There are two ways to look at this brand partnership: firstly Baby Genius have a much more credible and educational brand than Wendys and therefore Wendys are gaining great brand endorsement and brand association that will attract caring parents who would otherwise pass by…and go to McDonalds.

The second is that Baby Genius are getting an amazing amount of free media targeting millions of parents and kids across North America. They wouldnt be able to buy this much targeted media in a closed environment without it costing them tens of millions of dollars over a year.

Baby Genius products and marketing are more wholesome and even high brow making it a pragmatic partnership with Wendy's as oppose to one with synergistic brand values

Its an uneasy win-win as I am sure that Baby Genius would have thought twice about the brand association given the negative brand values of fast food outlets especially when it comes to kids and parents in the US. But they appear to have said they will sleep with the devil in exchange for amazing brand awareness that will create greater awareness for their product and provide a platform to market other ranges and products from a position of greater strength.