For example, last week a friend's 6 year old son wandered into my office and came out with a boxed Optimal Optimus and asked if he could have it. So I gave it to him. He didn't believe me, so he asked if he could have it for FREE. I just laughed and told him to go nuts, and he did. He even left the box and instructions behind when he went home. That toy is getting PLAYED with.