It may have caught your attention a few weeks ago that the kids on your nearby school run were sporting rather more fairy wings, hook hands and witch hats than usual.
The reason? World Book Day: that time when schools across the country are flooded with little Heidis and Grinches, Gruffalos and Wimpy Kids. This year there was even a rogue Christian Grey.
In the midst of this, one mummy blogger noticed what she felt was a worrying costume trend: her daughter’s friends were planning to mark the festival of literature by dressing up as YouTube megastar Zoella.