I purchased one of these for my 2 year olds birthday as he is a huge fan of Fireman Sam.
It looks great in the packaging. The marketing department had certainly made a good job of making this look appealing. Sadly thats where the praise ends. For £30 what you are getting is essentially a plastic box made from plastic so thin it is almost translucent with a few fireman sam stickers applied to justify the exorbitant cost.
The "turning plate" thing that you see in the picture is actually crudely made from cardboard, oh and it doesn't actually turn very easily either, especially if you're small child without the manual dexterity of an adult. The one i got was also bent. It was in the bin within minutes.
None of the minuscule internal components are fixed inside the flimsy plastic shell so they are free to break and rattle around. The plastic doors fall off by simply touching them (not fun when you're asked to repair it 300 times a day). The fire alarm bell on the side simply doesn't work - not surprising considering this too is constructed entirely from plastic - not the best material for manufacturing a bell i'm sure you'll agree. The firemans pole thing requires the child to clip the "action" figure to a flimsy clasp which is very fiddly for a 2 year old (in fact its impossible). Oh, and the fire engine used in ALL the marketing shots is not actually included (sold separately of course!)
If this was £5 it would be OK, for £30 its an absolute waste of money. Avoid at all costs.