There are many children's writers around at present who knock Rowling into a cocked hat. In terms of quality of writing I would rate Rowling alongside Enid Blyton. Nevertheless children who have hardly picked up a book in their lives are becoming compulsive readers because of her.

Also try Philip Pullman's "His Dark Materials" trilogy, outstanding. Interestingly both Pullman and Rowling have editions published in the UK to look like adult books, so grown-ups don't get embarassed reading them on public transport.