I think the marketing is trying to emulate LOL dolls and similar. A stroll round any chain toy store (e.g. The Entertainer, Smith's, to name two British chains which have tried to fill a void left by Toys R Us) will show that there are many, many toys like this, designed to encourage children to collect the whole set and accessories, at enormous total cost. Geobra seem to be dabbling in this, perhaps to see if it works for PM. The pricing is probably in line with similar products from other manufacturers, but it seems extortionate for PM.
The rise in price for Playmo-friends is alarming and hard to justify, I agree with you Hadoque! George Brandstaetter will soon find the output of Geobra unrecognisable, if he weren't dead.