Love all the declarations by uninformed people on how much this figure will cost. People make outrageous statements that seem to suggest that a figure shouldn't cost more than the cost of the plastic used to manufacture said figure, but it's the time, effort and resources that turn the raw materials, in this case plastic, into the figure which some, as myself, consider a small work of art.
Let's talk licensing. Having looked at many licensing agreements (including Marvel), many operate with a upfront guarantee payment - that is the licensee pays this amount upfront essentially as a advance on royalties for sales of the finished, licensed product. If the licensee doesn't sell enough, it eats the cost. Some licenses may then provide for additional royalty payments based on product sold, with various sliding scales, etc. that are all negotiated, while others only have the one time fixed license fee.
Then, as previously mentioned, you have the R&D costs. While this is a fixed cost (not dependent on units of product sold), this can be substantial. Tooling costs are also a substantial fixed cost. While fixed costs can be recouped from sales of units, manufacturing costs, which are not fixed, can be significant. Every figure sold requires labor cost, and while China has in recent history been viewed as a source of cheap labor, labor costs are rising. Quality control is another cost - its costs $ to send JC Hong or some other HT representative to the PRC to oversee manufacturing. Then you have all the other costs such as outsourcing fees, rents, advertising, insurance, employee benefits, shipping and logistics, legal and accounting costs, salaries and wages for employees (assuming the manufacturing is outsourced), regulatory fees (China has a lot of red tape to wade through), kickbacks and "special payments" (yes, such practices are widespread in China) plus additional overhead costs. It all adds up. Could they charge less and still generate profit? Perhaps, but the "how much" is only known by management and their accountants. As has been stated ad nauseum, they are a business with the goal of generating earnings.