Five reindeer plod through the snow and not one of them is the right one. Fiona Watt runs the same line every time, so a baby learns what is coming next and starts saying it with you: the neck is too fuzzy, the bells are too sparkly, the ears are too velvety. Set into each page is a real patch of texture to stroke, which is the whole point of the series.

The furry body is on the cover. Inside, Rachel Wells sends a reindeer across a pale blue hill lined with fir trees, then up into a starry night where it wears a green and red harness hung with sleigh bells, then close enough that its two soft ears fill the page. The little white mouse in his striped scarf and pom pom hat is hiding somewhere on every spread, and hunting for him is what turns one reading into four.

Usborne built this series for the very beginning of reading: ten thick board pages, rounded corners and a chunky square shape a baby can get both hands around. Age guidance: 3 months and up. If you want another from the same shelf, we also carry That's Not My Christmas Tree and That's Not My Squirrel, and Don't Tickle the Reindeer! puts the same animal in an Usborne touchy feely sound book.