My 5 year old daughter nagged me for weeks to buy this toy after the Moxie Mermaid advert had been shown constantly on the children's TV channel. (I must admit the advert is so good, I wanted one too) However, when I finally agreed to buy it for her I found it was sold out in all the high street shops and the on-line toy shops and was only available on Amazon (at a much inflated price! £34 at that time - a lesson for me in basic High School Economics of Supply and Demand) Nevertheless, I had promised her I would buy it so I had to keep my promise regardless of the price. When it arrived in the post she instantly fell in love with it and it now goes everywhere with her, including in the car, to bed, and it sits on the table at dinner time. Luckily the tail only moves up and down when the toy is in water, so when it is out of water it is quiet. It is a great toy and we got our money's worth - even the overinflated price was worth it. When the box arrives, remember to be patient and very careful opening the wrapping and removing the mermaid from the box as it is secured with lots of fine plastic thread. (I accidently snipped the mermaid's tail with the scissors by mistake but luckily it was repaired easily with superglue) Also, remember to buy lots of batteries as in the beginning we had to change the batteries every day. Three weeks later and it is still her favourite toy so overall it is a good buy!