We bought this for our 22 month old son on the basis of a recommendation in a national newspaper. I'm so glad I did! Within a few weeks it has become a firm favourite with him (and us). I would say its up there with "We're going on a bear hunt" and "The Gruffalo" in his enjoyment. Not only does it have good message (about the perils of saying 'no' to everything) but its also great fun to read. I'm not sure how much of the story my son understands, but that matters little. What matters is that he demands that we read it to him frequently and hangs on every word all the way until the end - without trying to rush through. There are precious few books that he does that with! Highly recommended.