My daughter is 3 and was excited to get this even though she has no idea what it is. When I was listing the things in the containter for her to trade, I happened to say, "Oh cool a travel bug" and suddenly she wanted it and I realized it was because I said the word, "bug" and she is fascinated with them. I had to pry it from her hands just to log it in.....while she is sleeping I will take it and hide it so I can put it in another cache.