by Kazuo Hiraki, Jun Ichihara (Illustrator)

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” (もい) 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!

“Moi” (もい) is a fun nonsense word that rhymes with “koi.”

★ The Wall Street Journal’s Best Baby Board Book of the Last Twenty Years
Amazon Editors’ Picks—Best Children’s Book, Baby to Age 2

“What makes the most alluring board book for infants? One researcher decided to go to the source. . . . The result is a board book full of delicious colors and paisley-like shapes: Moimoi—Look at Me!”—The Wall Street Journal

“The interesting format combined with adult interaction will certainly appeal to many a tot. . . . Bright and engaging for the tiniest readers.”—Kirkus Reviews

“This high-contrast book is having a heyday and is perfect for newborns through age three.”—Toronto4Kids

“Moimoi: Look at Me! will entertain your baby and maybe, just maybe, stop tears.”—Ottawa Parenting Times

“I love art. I love science. I love Japan . . . [This book] intrigues me. Meet moi and moi, colorful embryonic squiggles that play across the page. They’ll grab baby’s attention.”—All a Board magazine