The syma s107 (that this one rebadges) is actually a much better "toy" and is only 16gbp on amazon.
http://arstechnica.com/gadgets/reviews/2011/09/the-helotc-falls-short-even-for-a-50-rc-helicopter.ars
Parrot’s AR.Drone quad 'copter has been quite a hit with the radio control crowd, but its £300 price tag puts it out of most people’s price range. Griffin’s new Helo TC, on the other blade, is affordable enough to be a fun little treat for the more casual weekend flier. Griffin Helo TC iPhone-controlled helicopter The Helo …