I bought this for my 1.5 yr old for a plane trip to Italy. He knew the book well. This was an instant success. He is now 2 and still likes it when it comes out (I normally keep it away until we travel somewhere or go out to dinner, if he sees it he reaches for it every time). It has lots of little magnets from the story, and three or four scenes/backgrounds as well. The pieces are pretty small, so not suitable for kids that are still putting things in their mouths. The pieces are not super robust, but ours are still going strong. A keen toddler can break bits off if not supervised. It's not fool-proof for planes as the pieces can get dropped easily, however, because they are magnetic it is a much better choice than many other games/toys out there.It all packs into the tin those inside forms the scenes that the magnets stick to.
That said, I think it is great and my son loves it. I have no hesitation in recommending it again and would certainly buy one again for friends children.