Remember Panasonic's DMP-B15? You know, that "world's first portable Blu-ray player" that was introduced at CES and just started shipping last month? With an $800 price tag, there's a good chance you never even let the thing enter your stream of consciousness, but we can only wish you the best of luck as you try to ignore this one. RCA has quietly started to ship its BRC3108 10-inch portable Blu-ray player, which is equipped with a rechargeable battery, integrated stereo speakers, a headphone jack, 1080p HDMI output and bundled car / AC adapters alongside a carrying bag with headrest attachment for in-car use. The mini player lists for $349.99 on Amazon, and it's already starting to appear in select Target locations. You'll notice that Amazon still shows the device as being available for pre-order, and even the Target model didn't have a shelf tag yet. That said, we're sure someone in the back can pull some strings if you wave your credit card around long enough.

Update: Looks like it's listed at $299.99 at Target -- image is after the break. Thanks, Thomas!

[Thanks, Scott]

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RCA BRC3108 portable Blu-ray ships to Target, seriously undercuts Panny's DMP-B15