New Hornby Range aimed at Plarail Customers?

I just had a mailshot about the new Hornby range called 'Playtrains' that features plastic "click together" tracks, 'character' battery powered trains consisting of 3 units and remote control giving 3 speeds in each direction, working lights and multiple sounds.  All at fairly reasonable prices, the starter set carrying an RRP of £54.99 and then add-on 'Train Packs', 'Wagon Packs', 'Track Packs' etc...

Here's a link to the system 'portal'...  Hornby Playtrains