World (comic) Book Day

World Book Day is next week and the supermarket is marketing it. Now, I'm a teacher and I believe kids should read whatever gets them - newspapers, comics, instructions, signposts... Anything! However, this display of 'activity books' and the world book day dressing up costumes irked me somewhat. Apart from the picture of the little boy dressed as Harry Potter, all the books and virtually every costume are movie, music, computer game or Disney tie-ins. I guess that is the nature of activity books, but if you're promoting world book day, shouldn't you be trying to show kids the variety and wonder that is out there instead of shameless promo to shift toys and games? Maybe I'm asking too much from a supermarket chain.