First, is the ritual of mamemaki (節分), which literally translates as bean-throwing, to drive away bad luck and demons (called oni). Usually someone in the family will dress up as a oni and people will stand at the doorway and throw soybeans at the door until the oni retreats. We had way too much fun throwing soybeans at Oni-Tiara, who in turn had way too much fun eating the soybeans.
So now that you've driven out the bad luck and oni (and in our case, attracted a begging pooch), you now eat some soybeans yourself to invite good luck in. Traditionally you eat as many soybeans as your age (Tiara should have stopped at seven beans) but I ended up snacking on them while I wrote this post, so I'm either extra lucky, or more probably, just fatter.
Now, even if you don't want to eat a whole sushi roll in complete silence, ehomaki are very tasty! They are actually just uncut futomaki, or fat sushi rolls, but it is kinda fun to eat them uncut like a giant sushi burrito. Maki-san at JustHungry has some great ideas for nontraditional ehomaki fillings on this page, as well as the most traditional fillings.