Direct experiences of nature are becoming less common in our urbanised world and little research exists regarding the impact of less direct experiences, particularly how childhood reading relates to the development of pro-environmental values. This study differs from previous reports into the influence of books, as it concentrates on the potential influence of fiction rather than factual or scientific texts. This qualitative study involved semi-structured interviews with 31 educators at Eastern Australian Environmental Education Centres to understand the relationship of childhood reading and value development. Findings reveal that participants: (a) recall predominantly fictional reading material; (b) recall stories by Tolkien, Blyton and Rowling as pro-environmental influences; and (c) commonly exhibit the counter-intuitive influence of fantasy/SF stories in their formative years. Stories will never replace authentic childhood experiences in the natural environment; however, judicious use of appropriate stories could be a valuable teaching strategy as readers often unquestioningly accept information from stories.