I bought this for a gift, and I cannot speak of the quality of the bits. Assuming the are similar to the other Craftsman bits, they should be sturdy. The variety of bits in the kit is very good, it is all you need for a starter. I especially appreciate the harder to find bits, as there always is some "smart" manufacturer using one of those semi-secret screws, and without having such in your kit you have to spend days looking for a pricey specialty bit.
So far every bit i used snapped or broke. Philips head broke on 2nd screw. Very poor quality metal.
Average plastic case , with the name of craftsman , I expect high quality but average is fine too.