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Moimoi—Look at Me!

A High Contrast Board Book with Shapes, Colors, and Sounds to Soothe Your Crying Baby

Illustrated by Jun Ichihara

Edited by Kazuo Hiraki

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!

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Meet the Authors
Kazuo Hiraki headshot

Kazuo Hiraki

More about the author
Jun Ichihara headshot

Jun Ichihara

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Review quotes
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
Product Details
Grade range
P - P
Number of pages
Publication date
April 06, 2021