It's out already in the UK and I've just got home from a week's holiday to find this waiting for me on the doorstep

. I got a great pre-order price for the package including the cam over on Amazon (£24.99, same price as the cam on it's own from a lot of retailers).
Hopefully I'll get chance to set it up and play it with my 3 year old daughter at some point tomorrow, so I'll post up some first impressions as soon as I get chance to.
Edit-
OK, I got it set up and had a play around with it this afternoon and it's a lot of fun. I'm not sure about it being suitable for a 3 year old (as the box states) as mine was more interested in goofing around and seeing herself on the TV, charging around like a loony and knocking the camera every couple of minutes but she did get some entertainment out of it
It's pretty easy to set up, we were up and running in about 10 minutes from unpacking the box (which fell apart as soon as I opened it), I was a bit annoyed at the short cable length of the camera as it meant I couldn't route it into my TV cabinet but it's no big deal.
This is the first game that has got my whole family around the PS3 at once and we spent a good hour working through the first set of levels which is really a tutorial, you get to learn the basics of interacting with your pet using the magic card and your fingers, it will jump and pounce at your wiggling digits. There are a couple of games built around feeding your pet which were quite fun and you also get to change it's appearance (hair colour and length as well as hats!) and you can give it a shampoo and shower. When you finish the tutorial level you get a trampoline that you bounce your pet around the screen with.
So far it seems worth the money, I've only scratched the surface but I'm quite impressed. The one thing that is strange is the obvious lack of any tactile feedback when you stroke, tickle etc your pet, but I guess I will get used to it.