The industry standard for wholesale pricing is at least 50% off of retail. In some industries, retailers may want an even bigger discount. Wholesale buyers expect to mark up your items by at least two times, a practice known as keystone pricing. In the case above, the Little Alouette teether is giving more than a 2x markup to retailers.
A discount of 30% to 49% off retail is more appropriate for a consignment relationship or gallery commission. In general, this kind of discount is not going to cut it for retailers looking for wholesale designers. In fact, many retailers would consider it unprofessional.