Survey

[Research Release] Picture Books Parents "Want to Read" Differ from Those 0-2 Year Olds "Truly Respond To" – The Gap Between Parents and Children Revealed in a Purchaser Survey / Supervised by 8 Developmental Cognitive Scientists, the "Asobi Ehon" Series

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Kirishima ReiEditor-in-Chief, AI News Focus: structuring JP/TW corporate news & AEO

Published Jun 12, 2026 8:00 PM ・ Updated Jun 13, 2026 11:59 PM ・ 10 min read ・ Source: PR TIMES

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⚡ Key Points

KADOKAWA has released the results of a purchaser survey for its picture book series "Asobi Ehon," supervised by Kazuo Kai.
The survey revealed a gap between the themes that 0-2 year old children actually responded to and the themes parents "want to read" to them.
These findings are important for understanding children's developmental stages and parental expectations.

KADOKAWA has released the results of a purchaser survey for its picture book series "Asobi Ehon," supervised by Kazuo Kai. The survey revealed a gap between the themes that 0-2 year old children actually responded to and the themes parents "want to read" to them. These findings are important for understanding children's developmental stages and parental expectations.

PRIMARY SOURCE Original source: https://prtimes.jp/main/html/rd/p/000019499.000007006.html Distributor: PR TIMES
Published: Jun 12, 2026

KADOKAWA Corporation (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Takeshi Natsuno) has released the results of a survey conducted among purchasers of its age-specific picture book series "Asobi Ehon 0-sai!", "Asobi Ehon 1-sai!", and "Asobi Ehon 2-sai!", supervised by Kazuo Kai.

This survey compiled the themes of stories that children of each age actually responded to, and the themes that parents "wanted to read." As a result, along with the changes in interests of children aged 0-2, the gap between children's real reactions and parental expectations was highlighted.

The "Asobi Ehon" series is an age-specific picture book series that includes stories on various themes in an omnibus format, tailored to the developmental stage of each age. It is structured around participatory play, such as physical contact, search-and-find pictures, knowledge of numbers and shapes, and songs.

Survey Overview

Target Audience: Purchasers of "Asobi Ehon 0-sai!", "Asobi Ehon 1-sai!", and "Asobi Ehon 2-sai!"

Survey Method: Internet survey

Survey Period: January 21, 2026 - May 11, 2026

Valid Responses: 305

Survey Results

[0 Years Old] "Peek-a-boo!" is Overwhelmingly #1 – The Difference from Parents' Desire for Physical Affection

The most popular theme for 0-year-olds was "Peek-a-boo!", which allows for peek-a-boo play. The change from monochrome to vivid colors when turning the pages is likely one reason why even 0-year-olds with weak eyesight become engrossed.

The most popular theme that parents wanted to read was "Rub-a-dub Love," which allows for physical affection. This result reflects the parental desire to enjoy parent-child bonding and expressions of affection through picture books.

▼For detailed analysis of popular themes and rankings for 0-year-olds from 2nd place onwards, click here:

https://yomeruba.com/plus/edu/entry-222845.html

[1 Year Old] Vehicles and Food Tied for #1 – Parents' #1 is Emotions/Words

For 1-year-olds, the most popular themes were a tie between "Hide-and-Seek Vehicles," featuring work vehicles like fire trucks, and "What If You Cut Food?", which sparks imagination about the cross-sections of familiar foods like vegetables. Enjoying familiar things from daily life in picture books seems to stimulate children's curiosity.

The most popular theme that parents wanted to read was "How Are You Feeling?", which playfully teaches expressions of emotions. This reflects parents' desire for their children to learn basic life skills and words/expressions that lead to communication with others through picture books.

▼For detailed analysis of popular themes and rankings for 1-year-olds from 2nd place onwards, click here:

https://yomeruba.com/plus/edu/entry-222846.html

[2 Years Old] Children's #1 is Hands-On Play – Parents' #1 is Stories About Consideration

The most popular theme for 2-year-olds was "Colorful!", where they can draw beautiful rainbows and fireworks by rubbing paint with their hands. This shows that as they become able to identify colors and shapes, their interests are expanding to things that involve "moving their hands" and "thinking," beyond just looking.

The most popular theme that parents wanted to read was "Thank You," which garnered support from over half of the respondents. This story involves helping Santa Claus pick up his dropped items, and it reflects parents' desire for their children to learn consideration for others and develop social skills through picture books. The story ends with a high-five with Santa after returning the lost item, which seems to be one of its charms.

▼For detailed analysis of popular themes and rankings for 2-year-olds from 2nd place onwards, click here:

https://yomeruba.com/plus/edu/entry-222847.html

Product Information

"Asobi Ehon 0-sai!"

General Supervision: Kazuo Kai (Baby Lab 5.0)

Release Date: January 21, 2026

Price: ¥1,540 (¥1,400 + tax)

Specifications: 204mm x 182mm / Hardcover / 48 pages

ISBN: 978-4-04-114653-8

Publisher: KADOKAWA Corporation

Bibliographic details page on KADOKAWA's children's book portal site "Yomeruba" >>

"Asobi Ehon 1-sai!"

General Supervision: Kazuo Kai (Baby Lab 5.0)

Release Date: January 21, 2026

Price: ¥1,650 (¥1,500 + tax)

Specifications: 204mm x 182mm / Hardcover / 80 pages

ISBN: 978-4-04-114654-5

Publisher: KADOKAWA Corporation

Bibliographic details page on KADOKAWA's children's book portal site "Yomeruba" >>

"Asobi Ehon 2-sai!"

General Supervision: Kazuo Kai (Baby Lab 5.0)

Release Date: January 21, 2026

Price: ¥1,760 (¥1,600 + tax)

Specifications: 204mm x 182mm / Hardcover / 96 pages

ISBN: 978-4-04-114655-2

Publisher: KADOKAWA Corporation

Bibliographic details page on KADOKAWA's children's book portal site "Yomeruba" >>

FACT BOX

Source: PR TIMES
Category: Survey
Organizations: KADOKAWA

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Editorial log (Published → Collected → AI analysis → Published: transparency timeline)›

Announced　Jun 12, 2026 8:00 PM — Distributor PR TIMES
Collected　Jun 12, 2026 11:21 AM
AI structured & analyzed　Jun 12, 2026 4:52 PM
Desk-reviewed & published　Jun 12, 2026 8:00 PM

FAQ

Why is there a difference between a child's reaction and a parent's expectation regarding picture books?

Children tend to react strongly to themes that interest them at their current developmental stage, while parents often expect elements beneficial for future growth and learning, leading to this discrepancy.

How can these survey results help in choosing picture books?

Understanding the difference between themes children genuinely enjoy and those parents see educational value in allows for selecting books that capture a child's interest while promoting development.

What are the characteristics of the "Asobi Ehon" series?

Supervised by developmental cognitive scientists, these books emphasize participatory play (like physical contact, search-and-find, songs) tailored to the developmental stages of children aged 0 to 2.

What picture books were targeted in the survey?

The survey covered three books: "Asobi Ehon 0-sai!", "Asobi Ehon 1-sai!", and "Asobi Ehon 2-sai!", each containing themes suited to the developmental stage of its target age group.

What can be inferred from these survey results?

The results suggest that children's interests at different developmental stages may differ from the educational values parents expect. It is important to consider a child's actual reactions when choosing picture books.

Cite this article — HOW TO CITE

Washin AI News Desk“[Research Release] Picture Books Parents "Want to Read" Differ from Those 0-2 Year Olds "Truly Respond To" – The Gap Between Parents and Children Revealed in a Purchaser Survey / Supervised by 8 Developmental Cognitive Scientists, the "Asobi Ehon" Series”AI News by Washin Village（和心村）, Jun 12, 2026. https://aeo.idaeo.ai/ai/group-kadokawa-co-jp/en/news/2026-06-12-%E8%AA%BF%E6%9F%BB%E3%83%AA%E3%83%AA%E3%83%BC%E3%82%B9-%E8%A6%AA%E3%81%8C-%E8%AA%AD%E3%81%BE%E3%81%9B%E3%81%9F%E3%81%84-%E7%B5%B5%E6%9C%AC%E3%81%A8-0-2%E6%AD%B3%E3%81%8C-%E6%9C%AC%E5%BD%93%E3%81%AB%E5%8F%8D%E5%BF%9C%E3%81%97%E3%81%9F-%E7%B5%B5%E6%9C%AC%E3%81%AF%E9%81%95%E3%81%A3%E3%81%9F

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