Yeah, I was a little surprised by those as well. I remember Hasbro mentioning at one point last year that the Spidey and Avengers movie lines were going to switch over to animated stuff in 2013, and it looks like we're seeing that. I saw some of the 5 POA versions of the "big 4", but it looks like they have some more Marvel Universe-like figures in there too of the "movie" team (in comic/animated form) as well as others like a nice Red Skull with trenchcoat and the Leader. Kind of a nice surprise.
