Seems to be in store only at Tesco. Tesco Direct is selling for £14.99.
Found this in Tesco, Blue Boar Lane, Norwich.
Can't post link as not on offer online.
Send Pinkie Pie on a magical ride in her very own beautiful swan boat. Part of the Explore Equestria range, the My Little Pony Row & Ride Swan Boat plays shimmering music as it rolls along. You'll also see Pinkie Pie row back and forth as you push the boat across any surface.
This My Little Pony set includes the swan boat, posable Pinkie Pie pony figure and 2 paddles. Scan Pinkie Pie's necklace into the My Little Pony Friendship Celebration app on your smartphone or tablet to unlock her character in the game.