Well they had to do something with that backpack..
Target definitely raised their prices,: I didn't look at the activators but their Deluxe figures were now $10.99, and their Voyagers $21.99. Their sole Leader-class, a Bulkhead, was $44.99. I would have picked up a Oil Slick or Blitzwing figure, but I can probably find better prices on online*. NO new stuff or much Universe stuff there either.
(*Minus shipping, of course- But paying for shipping never really hurts me..being a mail carrier, it pretty much means it's just coming back to my pocket anyhow. )