This is another item I bought for both granddaughters this summer so they would have a place to put their Shopkins in. Those little critters could be all over the house, like Legos. I felt the girls needed something to keep them corralled. I purchased 50 Shopkins for each granddaughter and when they are able to get together, that's a lot of Shopkins to keep track of. I did read other reviews on other brand named organizers and there seemed to be some disappointment with them.. I felt this was the best one even though it wasn't a brand name. I think most of us have purchased something that was an off brand and it was better than the top brand. The girls are only 7 years old and it didn't seem to bother either one of them a bit. They were just really excited and happy to have a nice and fun place to put their new Shopkins - and so were their Mothers! (Grandma doesn't mean to torture Mom's, but she could make life a little more challenging if she really wanted to! ?)