Skylanders was very much made as a marketing ploy, but it pulls it off by such a degree that people will instinctively buy more. It's highly addictive buying the little plastic figurines and receiving them as gifts, as each one is another life, and as such, another three or four hours just spending time training your new figurine. The game itself can be played by mostly all ages, but it is one of the most expensive kid's games on the market right now. At the time I saved up enough money to buy it, it was around 70 dollars for the Portal of Power (the plastic tool used to send Skylanders into the game) the game itself, and the first three Skylanders (Spyro, Trigger Happy, and Gill Grunt.) It's quite the hefty, expansive package, but there's more to come. I received four Skylanders for Christmas, and bought three more with the money from the holiday, and the figures themselves are about 8-10 dollars apiece. With 32 to collect, that could eventually average out to around 300 dollars in total if you want the whole collection. It's a very popular title, and although I know it's a ploy, it's a very well done one, and I still am saving up my pennies to buy more figures. If you buy this for your children, be prepared for begging. Kids everywhere are scrambling for these game characters, so if you want more, act fast. Let time pass, wait until the Skylanders are cheaper, and then buy a whole bunch of them. With time, this game will be cheaper for the masses. It's going to be expensive, but it will most likely keep Little Johnny happy for a long while.