I'm not sure if it's an advertised sale or if it's their regular price but, I purchased Universe Deluxe Galvatron and Sidswipe for $8.99 at a Target in Abingdon, Maryland. The peg sticker also said $8.99 and all of the other Unverse Deluxes were $8.99 as well. Animated Deluxe figures were $11.99 each. The Target in Bel Air, Maryland also had the $8.99 price for Universe Deluxes as well. I will make pics of the reciept available ASAP for those who want to see it. I'm not sure if this is news but, if it isn't I apologize.