Bought it on the spur of the moment at John Lewis Oxford St, London (plenty of stock) after hours of trudging around town looking for a present for my niece. I was shocked at the price when I took it to the till!
It's £30 elsewhere (e.g. Argos, Tesco, ToysRUs, Sainsburys)
Good reviews for the original version (http://www.amazon.co.uk/Tomy-Aquadoodle-Classic-Drawing-Toy/dp/B001F7AF4I) - the concept is the same for this Peppa Pig mat
"Fans of Peppa Pig will love the fun of Peppa Pig Aquadoodle. Fill Peppa’s family car with water and your child will have hours of fun creating masterpieces with Peppa and her family.
Peppa and George can be removed from the car together as a fun paintbrush and Peppa’s mum and dad are both pens"