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Typically, Amazon, Hasbro Pulse, Walmart and Target will all pre-orders up for some figures right after they are officially announced usually at the standard retail price. Similarly the online toy retailers like TF Source and BBTS will also have them and their typical couple dollars more regular price, so it really depends on what retailer you prefer and might have other incentives for like Target for 5% off by using their RedCard.

I typically go with Amazon because the wife has Prime already, but also use Target and Pulse as well. Target is a great one if they have a toy sale going on when the pre-orders are opened up because you can get the sale price on the pre-order, even if it won't ship for a while.