I spoke to lew today and he explained the pricing of the shirts to me!! Here gose what he said,well what i can remember.. Basically the cost per shirt is very similar but the problem lies in the embroidery, the machines run on templates and the stitching is severly difficult on the smaller sizes and is manually fed into the machine whereby a larger adult size is easier due the size of the stitching target. Thus we incur a heavier embroidery cost for junior shirts than adult ones.
I know with having kids of my own that things an't cheap and as lancsdave said in his post kids stuff is sometimes dearer to buy than adults,i do think that we're getting replica shirts £4 or £5 pounds cheaper than at the start of last season think i payed £39.99 for my home shirt now its £35.99 we're cheaper than other football clubs for what they sell there replica shirts for