From the campaign:
We think these miniatures are amazing products because they fill a need for inexpensive, full-color, 3D plastic miniatures. However production tooling costs a lot of money. We have already paid for the designing and prototyping of all 37 models included in the Starter Set, but we need to show enough interest in the product to justify the tooling costs for mass production as well as sourcing the absolute best material. If we reach our goal of $10,000, will will be able to purchase the tooling and make enough sets to send to our Kickstarter backers, with a few left over to use as retail samples.
If this product proves to be popular and we reach our initial goal, we will announce stretch goals that will add additional models to the Standard Set reward level for free! We can do this because we get price breaks with large orders. The larger the order, the bigger the price break, and we want to take those savings and give our backers more rewards! So if you want more minis for your dollar, tell your friends to join you and become backers!