This product is tiny, collectible toys that are about the size of a thimble. All the little collectible figurines are cutesy supermarket items with faces and hands and feet. If you buy them in packs of 12, it works out to about $1.25 per Shopkin, and more expensive (around 2 bucks apiece) if you buy a 2 pack. My two nieces (6 and 3 years old) love Shopkins and want to collect them all. But with about 150 collectibles to get per season (it's on Season 2 right now) this will get pretty pricey, and parents will likely not want to buy every single one. You can buy display cases and houses and other items to showcase your collection too but I don't think this is a fad that is going to last. You can't really play/interact with these collectibles, and the $$$ factor is a huge deterrent.