As a dad I am concious that Toys are in the first instance just that, items to be played with and enjoyed. I often run through newly announced items with my son and see how he feels about them.
Following yesterdays Hasbro presentation I showed him the new Mashers from Star Wars and the Blade Builders.
Upon viewing the Mashers (a range he is already familiar with and owns in Marvel) he said "I want these" and "these are soo cool". He got particularly giddy over the Storm Trooper but was less than enthusiastic for Jar Jar "maybe not this one daddy"
Moving to Blade Builders he asked "who's light sabers are these" and was looking for Luke's or Vaders sabre as a role play item. He didnt grasp the building part, I think he needs to see these in the store and may then change his view.
So hasbro - hit with Mashers, jury is out on Blade Builders.