Leave Something To The Imagination.
Maybe this is where we as consumers are missing a trick. Too many toys do all the work of imagination for the kids, actually making them less imaginative not brighter. Every subsequent toy has to be more and more exciting as a result, whereas the kid just becomes an observer to the next fifty quids-worth of mass produced plastic as opposed to the designer of their own little piece of genius.
Someone making an observation about his baby's infatuation with a toilet-roll. An observation that has implications for marketing, communication and product development.