Google teamed up with industry associations and public and private partners, including Disney, apparently, to produce 300,000 copies of a special edition of Donald Duck magazine in Norway.
"Kids growing up in this digital age use the Internet for pretty much everything; entertainment, communication, education and when they get that far; new technologies will play an important role in their work," says Martin Ruby for Google Public Policy, Copenhagen. "Never has a generation needed digital guidance as the one growing up now. And we were thinking: who would be a better digital guide for kids than Donald Duck?"
"In the book, Donald gets himself into trouble," explains Ruby. "He is guarding his uncle’s fortune with the help of a gigantic robot but trying as always to charm Daisy Duck - this time on the Internet. An unsuspecting Donald is lured into downloading a virus and giving away his password to Magica de Spell on 'Duckbook'. No surprise: she takes control of the robot and the fortune.
Good thing it's realistically practical, acknowledging that far more ducks are using Duckbook than Duck+.
Ruby notes that it all ends well, and Donald gets a prize for his digital skills.
You can actually peruse the issue here (pdf).