the main problem for hasbro isnt us not wanting to buy, its the parents wanting to buy for their kids, cause in the end as theve stated on a number of occasions, its young boys that is their target demograhic, and if they keep raising their prices, then theyll have less of a chance of compeating with things like Ben10, which seems to be all the rage these days (having a teenage brother and cousins stops me from finding out about the kids fads these days), and overall thats what theyre trying to do. IMO they should look to lower profit margins to drag in more business. id rather sell 2 toys with margins at 10% each than one at 13% for example. they have to think smart in the economic downturn, where disposeable income for working parents will be a premium. they will scrutinize how they spend much more these days, and i think that the higher priced "shut up child" toys will take a hit (transformes included) and that they toys like hotwheels etc will become more popular because of theyre low price point. JMO