As part of the launch of the campaign, Education Minister Leighton Andrews and children from St Paul's Church in Wales Primary school in Cardiff attended Wales' captain's run ahead of Wales' Invesco Perpetual Series Test against South Africa.
The school runs buddy reading sessions throughout the year to develop children's reading skills and to create an enthusiasm for reading from a young age.
The message comes as the Welsh Assembly Government develops its four year National Literacy Plan which sets out how literacy standards are to be raised in Wales in the future.
Wales wing Shane Williams said: "We tour the world playing rugby and there's nothing better to kill time than grabbing a good book. Comics, websites or even rugby programmes are fantastic for developing reading skills. Like rugby, the more you practice the better you get - so to be the best, give reading a try."
Wales prop Gethin Jenkins said, "We know how important reading is, in fact, as a squad, we have been encouraged to read before going to sleep to help with relaxation."
Education Minister Leighton Andrews said: "We want children in Wales to develop a love of reading, especially boys, who we know can sometimes be reluctant readers.
"I'm grateful that the Welsh rugby team have taken time to spread the message that reading from an early age stands young people in good stead for the future.
"We are a proud rugby nation and we respect players from all over the world. They're heroes to our children. If the Wales team can show reading is a good thing to do, hopefully parents and carers will be encouraged to make time for reading."
Headteacher Mrs Susan Jones said: "We've been running buddy reading sessions at St Paul's for some time now and the children are clearly benefitting.
"They've discovered the joy of reading, not only books, but magazines, websites and comics as well. I'm sure that meeting their rugby heroes will only strengthen their passion for reading, and hopefully will encourage their parents to take ten minutes a day to read with them."
Clips of Wales players Tom Shanklin, Gethin Jenkins and Shane Williams talking about what reading means to them are on www.betterreading.co.uk