It is definitely appealing as it ties very closely to all those egg surprise videos on youtube. This is certainly targeted at children from 3-7 years. The egg in essence is taken care of by children and as they keep it warm it will hatch, a process that takes about 30 minutes. The care of the egg will be the deciding factor in how long it takes to hatch. The big appeal is that you don't know what you will get but it will be a chance between two hatchimal characters.
The great thing is this company is adding more productions of this toy as they did not expect to have this great of an appeal. They do not condone the inflated prices and are attempting to put additional products in store sooner rather than later. Check out target.com or http://www.hatchimals.com/# or enter hatchimals on youtube to see the big hit in action.