Toy mark-ups are like all retailing mark-ups in that they vary greatly. There's no set % range really for toys... Just like there's no set range for blue jeans. Levi Jeans at JC Penney are a much MUCH higher margin than Arizona Jeans sold at the same store. Arizona are a tighter margin, but generally a much lower price, despite being similar in quality to one another... This is simply people paying more for name. The same applies even moreso then for a bigger name, say Tommy Hilfiger or Calvin Klein perhaps.
When I worked for Service Merchandise back many moons ago, I got a good look at the mark-ups from a managerial perspective on the SW brand, and they were fairly significant at that time, and that was with a bit of a higher licensing fee at the time since it pre-dated the license renegotiation after Episode 1's release and ultimate retail failure. That's not to say though that they were the norm for toys...
A good gauge to go by often, is the semi-routine discounts you'll see applied to a toy or brand of toys... For instance, TRU sells SW figures with "BOGO" sales every whipstitch. They're still profiting by selling one and giving one away. 20%, 25% off, are fairly common discounts at various stores that are applied because they don't really dent the profit too much compared to the volume the store thinks they can move with that "sale". They're not losing anything really (at least in their eyes), and it hopefully increases the sales for something so they can get new products in and on the shelves.
Like I said though, the range for toys is like all other retailing, in that a SW figure's profit margin compared to a Lego set is pretty dramatically different. Just look how often Legos go on sale even, and how deeply discounted they go sometimes before even being labeled "clearance". Lego, I'd bet, has a very hefty mark-up to it.
I always found this stuff interesting when I worked retail because it was eye-opening to what you pay compared to what a store makes... Any time I go into Wal-Mart and think of the HUGE number of figures they sold in a week or whatever, and I can't help but think of how much that must've generated... It's sort of mind-boggling in some ways!