If only that were true it'd be fine!
From the article above on the official site:
Albion's head of commercial development Simon Williams said, "The match is live on TV and we want to remind those watching that we've got the biggest and best support in the Football League.
"We know, due to school commitments, many of our younger fans miss out on the week-night evening matches at the Amex. With this game taking place during half-term we want our younger fans to come and fill the stadium and experience the unique atmosphere of a match under the lights.
"After our recent Spanish Day proved popular with our young fans, and with this game so close to Halloween - a time of year children enjoy - we wanted to give younger fans another chance to have some fun with the Fright Night theme.
"Once again there will be prizes for the spookiest outfits on display and there'll be a trick or treat prize draw for every fans who comes to the game, including our season-ticket holders. Five lucky ticket holders will be picked at random to win one of five money-can't-buy prizes, which will be announced in the build-up to the game."
Chief executive Paul Barber added, "This is part of our on-going commitment to continue to grow our fan base - particularly encouraging our younger supporters along to matches - and we are looking at a number of initiatives to build on our already impressive crowd numbers since we moved to the Amex."
It's for kids.