No about £10.99 I think Game was more expensive although nowhere near £15 if I recall correctly I assume that's because its Star Wars related although they did something similar last year with Marvel it wasn't that steep hate to think about the price tag for 4.0 figures now!
EDIT: Except for the Frozen Toy Box Set (£30-45 seriously?!) and Baymax (£25 amazon) might be because of limited supplies and that's the polite answer!