Last night I bought two of the new deluxe vehicles at Toys R Us.
There were four of them on a peg marked $18.99 (with a description that could easily apply to these items). I took the two I wanted to the register, where they rang up (as I expected) at $23.99. I mentioned to the cashier that they were marked $18.99, to which she responded "Well, it lied to you."
I didn't press it, since there was a manager standing right behind her who always seems to treat me like a criminal, but found that very strange, and possibly illegal. With my $16 in rewards dollars, the total price was less than it would have cost me to buy them at Target when they eventually arrive there, but I found the whole situation strange.