Maybe it changed since you posted this, but 129$ for a three pack sounds like a decent price, and pretty close to what you're saying.

That being said, however, I think they should figure out a way to get the multi packs able to be purchased by multiple groups of parents. This looks like great fun for a group, and sad on its own, but parents probably don't want to buy expensive-ish toys for their kids friends.

Then again, the easy thing to do here would probably be to have each one come with a few one time use coupon codes to give to their friends parents. "Recruit a friend into your squad and get 30$ off" etc.