$10 is the regular price for the basic dolls, so it's a decent price, since they're like the basic dolls.
There's Avery as Alice, Merin as Snow White and Bryten Rapunzel. One year later it's Lexa as a Pirate, Bryten as a Fairy and Sophina as Little Red Riding Hood.
If you do plan on getting her, BE AWARE that Moxie Girlz, they don't have feet, their shoes are on molded onto their feet and the feet are pegged at the ankle.