To give you a bit of perspective...
They also had lower (or rather more reasonably) priced items like 10 dollar plush toys and 4 dollar "soft figures." Guess what was sold out, and guess what was stocked completely shelf to shelf? I'm sure there's a lot of marketing mumbo jumbo and license crap and regulation of which passes the price onto the consumer... but there is no excuse for a 3" PVC to be 12 bucks. Unless this was a mistake, these prices, no matter how they could defend it, are bull, and they've effectively priced themselves out of the business. Meanwhile, Mattel's Croods line featured 2 figures of the same size for 8. Whoever runs Thinkway is clearly an idiot to think 12 dollar single carded PVC's will sell for the price of a full scale action figure. I'm VERY disappointed since I wanted DM merchandise since the first film. I wish that some better company, like Mattel, Hasbro, or Jazzwares got the license. Had Hasbro got it, no doubt they'd have a series of blind bagged Minions in the style of their G.I. Joe and MLP lines. Those would sell like hotcakes. Way to go, picking the worst toy company possible, Universal.
they also have the Monsters University license, it looks like. At least The Disney Store will have MU figure sets for the price of one lousy minion.