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"Like a dad watching his son winning a medal at school. But I think we can all agree this was far cooler than any school medal or book token prize."

The sector, which began with the first book token issued in 1932, has grown into a £7bn-a-year industry in the UK.

Children in the UK and Ireland will be given a £1 book token to use to claim their free World Book Day title.

As part of World Book Day, every school child is entitled to receive a £1 book token to spend on a specially published book.

The first gift voucher - the humble book token - was first issued in 1932.