I'm one of the lucky ones you didn't manage to trick into paying the inflated prices.

Why lump all the toys under one special price and then charge more when a customer get's to the till. The least you can do is place specials with specials and the other toys under the correct price. Or advertise both prices. To advertise only the special price and not the other price would mean the toy should be on special with the rest. I'm one of the lucky ones that notice the price difference. Imagine how all the customers you stole from this Christmas feel?