Well, it's paper, it's white, and it's on a roll. So as toys go, this is pretty basic, which is the charm. Bought it for the grand kids, to refill a paper dispenser I bought for a dollar at a garage sale. I am, frankly, just tired of all the injection molded plastic. The kids seem to enjoy this as much as any other toy they have, and more than most. Except maybe Legos. They love Legos. But they also like to draw, and the endless roll offers more creative possibilities than a stack of copy paper. Will be buying this again. Good stuff.