Forget all the expensive toys there are out there today, my kid played with bubble wrap for about 45 minutes and loved it!! Seriously, she was all over it and was really happy to sit there and pop the bubbles one at a time with her hands, or jump up and down to pop them all at once. It was great, I think I'll be stocking up on this for winter. Toddlers can be so tough sometimes, but when it comes down to it, they're really easy to entertain. As a disclaimer, I was there with her, no need to worry that I was leaving her alone with plastic wrap!!