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I find the comparison to clowns quite helpful, as they fill a weirdly similar niche -- in most cases a performance art with clearly defined tropes, based on exaggerated makeup, carefully choreographed routines, while retaining an ability to improvise with a crowd, and of course some people have an irrational fear of them. From that perspective, it makes perfect sense to have them do the reading for kids. The makeup turns them into a cartoon character that kids find exciting; the practice with improv means children, who aren't always the best listeners, can be managed without harshing the vibe; and their general stage experience and presence helps them retain that tough crowd to get them to listen to the story.