My 4 year old received this for Christmas. The magnetic pieces are really small so it was slightly difficult for her to do herself. I have to help her sometimes. I would suggest the ideal age for this toy to be around 6. The small magnets require some manual dexterity, but this toy would quickly be a very boring fashion design challenge for a 10 year old. Maybe enjoying it for 10 minutes.
The magnetic pieces are small and in a sense worse than Lego's. Lego's are noisy and easy to recognize when vacuumed up, so easy to dig out of canister. These pieces are half an inch long and some even smaller. They are black on the back (of course), and very hard to see if they are on the floor, therefore making them easy to lose track of.
One last problem, the tin where the dress up people/doll things are located (as you can see from picture) is easily dented or scratched. But this is an inexpensive toy that can be fun for a car ride or while waiting at the doctors office. There are two sides, 4 people to design and dress up.The magnetic pieces can be held in one side, while your child's inner fashion designer can be expressed on the other side.
My older girls(9 & 11) enjoy the complete line of fashion angel design books. I would suggest the alternative selection for older children(wedding, makeup, tattoo, rock star, etc.). The designs are limited only by their imaginations and colored pencils. I personally find the stencils irritating, but that's another review.
This toy could be considered educational for some. Encouraging a child to work on their manual dexterity with small objects and also their concentration skills. I am making a bit of a stretch here but it makes some sense.
----writing this review made me appreciate the toy a little more. It is still a toy to keep an eye on, or there will be no magnets left.