I was hesitant to purchase this.  $30 seems like a lot for a small toy that doesn't really get played with along with a book that you read one time per year. My five-year-old found this completely magical and was very excited to find the elf every single day. He is already looking forward to the elf coming out again this year. I had my reservations, but I would highly recommend purchasing this as it can be a treasure for years to come!