Issi Noho
A panda whose magic number squares cause humorous arithmetic errors.
Issi Noho is the title character of a book series and children's TV show created, written, and narrated by Keith Chatfield. A panda with magical abilities, Issi gains his powers by filling in the missing square of a magic number square inherited from his Chinese ancestors. In such a square, the numbers add up to the same total horizontally, vertically, and diagonally. His poor arithmetic often leads to mistakes, causing unexpected and funny results. His name comes from the middle letters of the phrase "THIS SIDE UP, USE NO HOOKS," which were printed on the packing case where children Sally and Andrew found him. The case was camouflaged with branches and leaves, so only the letters "ISSI NOHO" were visible, which they took as his name.
The TV program featured illustrations by Edward C. Standon while Chatfield read the story aloud. Director Audrey Starrett helmed episodes "Singing Makes My Legs So Tired" and "Mum and Dad May Never Forgive You," both with guest vocals from singer James Thornton. Charles Warren directed "The Clever Middle Bit," about a maze Issi creates in the children's garden. The books were originally published by Heinemann and Piccolo, and 52 TV episodes aired on Thames Television from 1974 to 1978.
- creator
- Keith Chatfield
- first_publisher
- Heinemann and Piccolo
- television_producer
- Thames Television
- episodes_produced
- 52
- television_run
- 1974–1978
- illustrator
- Edward C. Standon
- directors
- Audrey Starrett and Charles Warren
Lore & Background
Issi Noho is a panda with magic powers that result from completing the vacant square in a series of magic number squares inherited from his Chinese ancestors. In a magic square, the numbers must come to the same total horizontally, vertically, or diagonally. Issi's poor arithmetic causes frequent mathematical errors, leading to unexpected and humorous consequences.
The character's name comes from the middle letters of the words 'THIS SIDE UP, USE NO HOOKS,' which were printed on the packing case in which he was discovered by the children Sally and Andrew. Issi had camouflaged his packing case with branches and leaves, and the children could only see the middle letters 'ISSI NOHO,' which they took to be his name.
The television program featured illustrations by Edward C. Standon while author Keith Chatfield read the story aloud. Audrey Starrett directed episodes 'Singing Makes My Legs So Tired' and 'Mum and Dad May Never Forgive You,' both with guest vocal performances by singer James Thornton. Charles Warren directed another episode, 'The Clever Middle Bit,' about a maze Issi Noho creates in the children's garden.
Reader's Guide
Issi Noho represents a distinctive blend of educational mathematics and children's entertainment from the 1970s. The character's magic, rooted in the concept of magic number squares, introduced young audiences to basic arithmetic concepts in a playful, error-prone context. The television series, produced by Thames Television between 1974 and 1978, consisted of 52 episodes, indicating a sustained presence in British children's programming. The books were originally published by Heinemann and Piccolo, and the character's name—derived from a packing case label—adds a layer of wordplay that has intrigued fans. The series' legacy includes a podcast episode titled 'Episode 523: Issi Noho' from the series 'When Wagon Wheels Were Bigger' (August 25, 2025), and a band named after the character. The involvement of directors Audrey Starrett and Charles Warren, along with guest vocalist James Thornton, highlights the collaborative nature of the production. Issi Noho remains a niche but memorable figure in children's media, particularly for its integration of mathematical puzzles into storytelling.
Did You Know?
- Issi Noho's name comes from the middle letters of 'THIS SIDE UP, USE NO HOOKS' on his packing case.
- His magic powers result from completing magic number squares inherited from his Chinese ancestors.
- 52 episodes of the television programme were produced for Thames Television between 1974 and 1978.
- Audrey Starrett directed episodes featuring guest vocal performances by singer James Thornton.
Frequently Asked Questions
Who is Issi Noho?
Issi Noho is a panda protagonist from a British children's book series and TV show, conceived, scripted, and voiced by Keith Chatfield. He is a magical panda whose abilities stem from a number square passed down through his Chinese lineage.
How does Issi Noho's magic work?
His powers come from completing a magic number square in which every row, column, and diagonal must total the same sum. However, his frequent arithmetic blunders produce chaotic and amusing consequences rather than the intended effect.
How many episodes of Issi Noho were made and when did it air?
Thames Television produced a total of 52 episodes, which aired between 1974 and 1978.
Where does the name 'Issi Noho' come from?
The title is extracted from the middle letters of the phrase 'THIS SIDE UP, USE NO HOOKS,' which appeared on a packing case in the original story.
Who illustrated the Issi Noho books and who published them first?
Edward C. Standon was responsible for the artwork in the book series, which was first published by Heinemann and Piccolo.
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