The Wall Street Journal’s Best Baby Board Book of the Last Twenty Years

“Fanciful paisley-like shapes glow on colored backgrounds, with short nonsensical prompts (“moi moi?”). The combination is entirely winning: fun for adults to read aloud and 100% enthralling for babies.”―The Wall Street Journal

What are moimoi? Playful moimoi have bold stripes and big, bright eyes. Babies find them captivating and will even stop crying to look. Parents in Japan swear by moimoi and have purchased over 800,000 books!

How do you say it? “Moi” is a fun nonsense word that rhymes with “koi.” You can change how you say it to match what the moimoi are doing―as they dance, grow, and even sing . . .

Where do they come from? At the University of Tokyo “Baby Lab,” Dr. Kazuo Hiraki tested many different high-contrast designs. Babies looked at moimoi for twice as long as the competition. Your newborn or toddler will love moimoi, too!

And don’t miss Moimoi, Where Are You? for even more peekaboo fun with moimoi!

About the Author:

Professional artist Jun Ichihara has illustrated over 30 books for children.

"About this title" may belong to another edition of this title.

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