It's just an Argos rebranded cheap tablet. I really wouldn't want one (I'm a quite a long way from their 8-to-13 years old target market!) but I'm sure they'll sell loads of them.
Edit: that made me chuckle "Kids find it hard to share, so we've priced our tablet at a level that means everyone in the family can have one." Erm, how about teaching kids to share instead

would make it even better value
And if it's a bargain people are after, then it looks like a
£29 tablet will be available in the UK by the end year...