This is really interesting... bought this lunchbox at a competitor for $25. Thought it a bit much then, but my son loved it SO MUCH...so...fine. It's a great lunchbox. Typical construction, functionality, etc... And now I see it on Amazon for $75! I thought $25 was a bit much. But I will say this, my boys are obsessed with Lego's, especially ninjago! So, next year, I plan to shop again in July for their backpacks and lunchboxes.