Perhaps modern kids expect more than a cheap plastic thingummy (and most of them are probably at least vaguely aware of plastic junk being - well, junk). Also, I think most parents are probably more aware of marketing ploys now, so a toy in a cereal box doesn't influence their shopping decisions quite as much as they did years ago. I remember my son being crazy about Smurfs in the 1970s (which my DH "earned" by buying a certain amount of petrol - and later my mother was convinced she was getting bits of crockery as a "free gift" in the same way). But nothing is free, people - "greed marketing" influences us to spend money on whatever it is they want to flog us this week. That's all it ever was.