I don't know what it is about these things, but my kids LOVE them! I know I am a terrible mother to let Payton have one at 7 months, but there was no getting it back once she got a hold of it. She worked on this thing for at least 30 mins. I also found this picture of Eli when he was 2 eating a whole bag. We were opening presents on Christmas morning at Mom and Dad's and Eli disappeared. We found him in the next room with his jumbo bag of twizzlers going to town!