The 6-7" action figures are probably most comparable to the TF Deluxes. The 6" Hasbro: Star Wars Black, Marvel Legends, GI Joe Classified I've seen $20-25. Mattel? Only thing comparable I could find were the Jurassic World/Park figures $20. Fortnite? Looks like $20 DC also looks $20-25 Neca? $30 looks typical. This is rough as a comparison because TF are really unique. All of the above focus on sculpts, accessories, articulation and paint apps, where TF's obviously have to emphasize "converting". They rarely have a bunch of accessories or very detailed paint apps. Another big difference is that for almost all of the above, the toy manufacturer has to pay licensing fees to the license owner (DC comics, Disney, etc). Hasbro doesn't need to do that with TF or GI Joe. There are real questions I have here before I get too worked up over it. 1) How much is the price increase? $1, $2, $10? 2) How will the affect the product in the package? When they raised prices for Armada, they made the figures bigger, gave them minicon partners, and to me felt more solid. Are we going to be paying $25 for the same Sunstreaker we got last year? That woudl be tough to swallow.