This a "tic-tac-toe" style game by the Japanese company Bandai. It features cute little figures which can be placed on some places of the board head-up and in some others head-down. The objective is to get three in a row, but there are some specific rules governing movement and placement.
The name of the game is pronounced as "shim-pay". It was named after the designer, Shimpei Takahashi.