Same here, $34.99 in store. Was thinking of trying to price match ..
"Price Match Guarantee
If you buy a qualifying item at a Target store then find the identical item for less in the following week’s Target weekly ad or within seven days at Target.com
, Amazon.com, Walmart.com, BestBuy.com, ToysRUs.com, BabiesRUs.com or in a competitor’s local printed ad, we’ll match the price. Price match may be requested at Guest Services prior to your purchase with proof of current lower price or by bringing in your original Target store receipt and proof of the current lower price.
Price Match Guarantee: the details
• The item must be the identical item, brand name, size, weight, color, quantity and model number.
• Limit of one competitor online price match per identical item, per guest.
• Price must be valid at the time the price match is requested.
• Retail price must be shown on the website or print ad. Online prices will be validated by a Target team member."