Don't be fooled by the big box this comes in. If it didn't have the endorsement of the octonauts brand, you'd pay £5 for this. Basically, as for most of these sort of TV-sourced toys, the manufacturers know that when the kid starts shouting for it in the shop and starts singing the TV theme tune, the parents will pay anything for calm. £20 for this is a joke - this is a cheap toy, and compared to my daughter's other £20 toys is a total rip-off. That's why I don't buy any TV-sourced toys, though her grandparents didn't mind buying it... Fine as a present, but if you buy it yourself, you're just an in-joke to the manufacturers - I can see them now in the marketing room saying 'how much do you think we can squeeze out of those nagging children and their despairing parents for this £1 toy? - we are the octonauts after all! " Our own birthday present to our daughter, a beautiful little wooden ukulele from Sue Ryder cost £16, and she much prefers it!