In Hasbro's US Toy Fair Press Release:

TRANSFORMERS UNIVERSE 25th ANNIVERSARY FIGURES – DELUXE AND VOYAGER
Approximate Retail price: DELUXE scale $12.99; VOYAGER scale $22.99; Ages 5 & up; Available: First waves in January 2009, with additional waves released throughout spring.
That's of course USD, but I think the price hike is quite official now.