Hard to tell. I assume well. My WalMart had new Transformers on the shelves almost every other day. One day it was the new Alts (which I snagged), the next day it was new deluxes, then it was BW 10th Anniversary, then it was new Mini-Cons and new basics ... and I haven't been back. But the shelves were never empty. I haven't seen Optimus Prime in about 4 weeks, however.