>>9081809Walmart (and Hasbro) kept the price down for 6" figures to $19.99 because they're afraid of lost sales and $20 was seen as a no-impulse-buy limit
When Hasbro took over the Marvel license, MLs were about $9 per figure in 2008. By 2010, a 6" was about $12. In 2012 they were about $16 and by 2014 they were $20 and haven't raised in price since.
So Hasbro has kept the price of their MLs artificially low despite costs raising up since 2015, which you can tell since all their other products have gone up in price since 2015.
GI Joes were ~$9 in 2013. Two packs in 2015 were $17. In 2016 they were $23.
So they were able to increase prices for 1:18 figures to go along with the cost of productions going up.