Remember the Book It! program that kept many of us interested in reading through our formative years? It is still alive and well, turning 40 this year, and has spun off into supporting a National Young Readers’ Week each November.

It is billed as “the perfect opportunity to introduce our young ones to the incredible world of books.” Surely parents and teachers are already doing that, but it never hurts to hammer home the point.

Children who are encouraged to embrace reading are better learners and thinkers. They have expanded vocabularies. They have more confidence and broadened horizons. Reading can help them learn skills to overcome challenges, make choices for themselves, develop their interests and become better communicators.

“Reading might not make your kid’s brain grow literally,” organizers wrote. “But it certainly helps with brain development — reading to your child or teaching them to read can increase their brain function considerably.”

It can also help them learn about history, other perspectives and cultures, and get answers to their questions in a safe space. The importance of reading cannot be overstated.

Maybe you’ve already got a bookworm on your hands who doesn’t need the free pizza to spur on a love of reading. But maybe you’ve got a young person for whom this week serves as an opportunity to ignite a lifelong desire to read, learn, explore and grow.

Either way, National Young Readers’ Week is a wonderful excuse for those of all ages to pick up a book. Take advantage of it.