by Kazuo Hiraki, Jun Ichihara

A playful high-contrast board book from the University of Tokyo “Baby Lab”—scientifically proven to hold baby’s attention 
 
“Full of delicious colors and . . . real charm.”—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 500,000 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.”

★ 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