Just went into Sainsburys in Sunderland North to pick up my click and collect of Fifa and noticed this. Spotted same item in Costco last week priced at £25 which I thought was a good price. Reduced from £36 to £10.80 and according to the lady who served me this is a national price. Great price for a gift for your little one for Xmas. Also had a few other V-Tech items reduced to half price or less!!