Fighting for that one kilogram of overweight baggage at the check-in desk is no longer an issue for German bookworms. With Condor’s ‘Book on Board’ campaign, travellers are being given an extra kilo of luggage allowance to pack their favourite books for the holiday season.

Gen Zers claim to love reading, yet the average American teen spends just four minutes a day poring over a book. Hooked is combining young people’s love of fiction and technology by presenting all its narratives as chat messages. But do people really want to read stories like they would texts?

“Must a cup or bag suffer an existence that's limited to just one humble purpose?” Given that, as part of its Cultivating Thoughts campaign, Chipotle’s packaging is now adorned with evocative literature, the chain doesn’t seem to think so. But is there such a thing as intelligent wackaging?

In order to promote the New York Subway’s new Wi-Fi service, the city's Metropolitan Transit Authority has teamed up with Penguin Random House to launch Subway Reads – an eight-week programme that lets commuters download specially curated short stories or novel excerpts for free.