Yes everyone would appreciate things being cheaper, but that doesn't mean it's a good idea. Because cheapness anticorrelates with other good things about a product, and those other good attributes are more important in determining whether you buy it. Like for example the attribute of whether you even know the product exists - clearly this is more important than how much it costs, and informing (lots of) people that a product exists is not cheap.
I just did a bit of googling around and the average spend on children's toys over a child's lifetime is about €6000. For a particular holiday or birthday it's about €250.
To get a 13 y/o to buy a product it doesn't need to be super cheap. €50 is fine.
About what you say above. Not everyone lives in the EU. We aren't just trying to grow our game amongst the average consumer. We are trying to grow our game amongst any demographic. If @Ghiznuk succeeds in making 9th Age the most played game in all of Africa, it will have been possible because barrier to entry was made cheep.