I don't work for either company, so I can't tell you for sure, but here's how it happens in general:
Mama Elephant sells their stamps to the partner (Simon Says Stamp & Marker Pop) with a bulk discount and the partner sells the stamps to their customers at full price. The discount they got when they bought from Mama Elephant becomes the partner's profit.
However, Mama Elephant could decide not to give any bulk discounts and sell their dies at retail value to the partner. In this case, in order to make any kind of profit, the partner needs to raise the die price.
What about Ellen Hutson? Well, they could have gotten a special kind of discount from ME that's not extended to other stores. Or they could be making no profit from the dies and they're including them to encourage customers to browse and buy other things from their store.
Mama Elephant is only carried in a handful of stores, and they generally don't sell to small stores/companies - with the exception of the collab they did with Hampton Arts. As such, it's really easy to see a price variance. It happens with other products, too, but it's a lot less obvious when many stores carry them.
Hope that explains it a bit.
Mama Elephant dies question
