that is easy to explain from economic side.
logo demand is relative inelastic so when price hike they can still sell simillar amount of set with higher price they will have flat pr even more revenue.
another issue is substitution effect
does not matter for economic dow turn or upturn. lego is pretty unique in toy side pretty less similar product to compete.
you see from 2004-2007 when market are crazy lego did not increase price that much.
example 6210 75$ 6211 99$ that is cheap compare now 7676 120$.
I live in NY pay 8.4% tax (they charge online as well now)
I see people buy 7676 for 150$ at time square.
Lego is kinda follow apple's strategy. keep high price, people will buy if they want it.
notice 7676 sold out most of place 100$+ in the bad economic. 7679 is out for a while.
ebay someone bid for 100$for 7679.
if you think about apple you will understand lego if it charge 20% hike, people will buy more (not every set popular set only).