Note that there is an online-only price on the website for some toys e.g.:

Studio Series Leaders are $69 online-only but the catalogue advertises $75;
Legacy Leaders are $69 online-only but are still advertised in the catalogue at $69;
Legacy and Studio Series Deluxes are $29 and $23 online-only but are not advertised at all in the catalogue.

The website states:
Online Only Toy Sale Pre-sale Price
This item and price shown is only available online as part of our Online Toy Sale.
If this product is not available to add to cart, we have sold out of our online launch stock. More stock will be available in store on Thursday 15th June.

So, on Thursday, perhaps those Deluxes go to usual price.