edit: As others have said, it's also 19.99 at other stores. I guess it was just a sale price I was reading about
I've read around, and apparently this is $14.99 at K-mart and Target. That's if you can find it of course.
In related news I played Epic Mickey at BB yesterday and it was awesome. I can see why something like this would be a cool item for kids, even if it's not really necessary.