I thought it was a good price, as I remember the one time I had seen regular RB figures in Target they were $30 eachI think I got Heatwave and Prime back then only when there was a 20% off sale as they are steep prices for such simple toys (I still couldn't bring myself to get BBee as he looked so awful).
I think it's the one time Toyworld here in Swan Hill actually had a good bargain, usually they charge like mad bulls!