Some further thoughts since I first posted: I really hope it is official and someone at Hasbro takes it seriously. This is not a dig at Griffin or anyone else who responded honestly about not buying 3rd party toys, but I think that may have been the most important part of the survey. The questions they asked and the way they asked them seemed to indicate to me a desire to fully understand the draw of 3rd party toys, hopefully with a view to improving the official products. Having said that, I suspect whoever put the survey out already has in mind the results they want and I doubt that it will change the way Hasbro operates on any level. But then I'm a cynic and a pessimist...