Yes, they are! Instant hit with my 2.5-year-old daughter. First Bumblebee's Garage. Then Heatwave and the little Axel Frazier and Charles Burns figures. The robots are sturdy, cute, easy and fun to transform and all kids like to play with little figures. Yesterday, I went for a bike ride with her and she asked me if she could bring Axel and Charles so she could play with them in her trailer. Even my 10-month-old son is showing interest, he likes to roll the Speed Stars-like Bumblebee car down the ramp and on the floor. Got Prime and Bumblebee for my personal collection, but I'll more than likely end up buying another pair for them. Strangely enough, my daughter never got that much interested in FABs, Activators (the DOTM ones are especially terrible), Bumper Battlers and the likes. Probably has something to do with the movie style... Deformed Megatron and Starscream still aren't cute enough, their heads are scary!