Shield isnt great but its decent overall. Although its in a shield I am pleased we have returned to a crest with colour instead of that black crest from last year. Sponsors, players name & number are in blue too. I think its better than last seasons personally.
Cost is a bit extortionate but I am sure they'll point towards other teams prices (not that it makes it ok). I looked at a Dortmund shirt whilst I was over there, something like 90€ which is comfortably more than £55. I think they even had 3 home shirts this season too.
I guess if you dont like the design or cost, then dont buy it. Difficult to say that to a kid though