This is an American import of the console, however the games are not region specific so you can buy games from any country and they will play on this console.
As well as the console you need to purchase the UK power adapter from the same site here:http://www.play-asia.com/paOS-13-71-b5-49-en-70-1bvy.html
The cost is £97.90 for the console and £2.44 for the power adapter, total is £100.34. Good price considering it comes with a game. You can also order games for it from the US from the same site, they work out much cheaper than over here.
As an alternative to the Pink console there is also a Gold version with Zelda available for the same price here:http://www.play-asia.com/paOS-13-71-9h-49-en-70-2f7r.html