The town we live in does not have Target so last year when we received our wal-mart ad I realized it was about $5.00 higher on some of the bigger toys than my moms who lives 15 miles from here but has a Target near her. So when I called and asked the manager why they said because there was not a Target to compete with in this area. If you go to look up local ad and put in your zip code the Baby Alive ranges from 24.88 to 19.88. It probably depends on if there is a target close to you. We will have a Target 2 miles from me within the next few months I can hardly wait. Wal-Mart is the biggest rip off they only care about your money definately not customers or customer service.