I noticed that Aldi have got these playshades instore from Thursday 03/07/14 for £17.99 which seems decent value to me.
Product Information :-
Keep kids safe from the sun in gardens, parks and on beaches.
UV50+ sun protection
Sand pockets for beach use
Includes: Carry Bag, Pegs and Instructions
Dimensions: 90 x 130 x 100cm
Product reference: 60753