I bought this for my grandson, who is Ben 10 mad. He loves the masks, particularly of course the Ben 10 one - now he wants dressing up outfits for all the other masks!! Could end up costing me a fortune!!
He loves pretend games and I think many children have lost the art of pretend with everything being so visual on TV/computer/video games - so from that point of view I think this toy is educational as it teaches children to use their own imagination rather than rely on what they have put in front of them on TV.