It seems like pretty much the same thing here. Target seems to have sold some of the figures, and are carrying the playsets/vehicle as well. Wal-Mart has a metric ton of the figures, and an endcap with the Enterprise (and one for the 6" figures as well), but that's about it. It is always difficult to judge how movie lines. For the most part, they are usually aimed at the kids it seems, and they usually seem to just sit and rot on the pegs. As popular as The Dark Knight movie was last year, I saw tons of the "crap" 5" figures on the pegs the entire year. The movie masters stuff (which was aimed more at collectors) seemed to sell, but I don't know about much else. Iron man, on the other hand, seemed to be more limited in release at first (around the time of the movie release), and was sold out a lot of places here pretty consistently. Even now it seems to sell ok.
I don't know if any movie line will have the appeal that Star Wars did/does. The market is so different these days than when I was a kid, when Star Wars ruled the aisle for a number of years - whether it was a movie year or not. This year there's a new blockbuster (often with an accompanying toy line) each week or every two weeks during the summer, so the attention gets divided pretty quickly. Plus, as excited as I am to see the Trek movie (and the great reviews it seems to be getting), I'm not sure how exciting the toy line might be to kiddos. The majority of the figures are just plain ole humans in essentially the same uniform. Not a bother to me, but looking at the line as a kid, there isn't an "helmeted troop" like the clones, or even much for alien life forms like the Star Wars line has. There just doesn't seem to be quite as much visual interest to the line/franchise at this point.
I picked up two Star Trek figures, Kirk (despite the crappy likeness) and Spock, and I've kept them unopened with the receipt. I haven't taken them back yet, but the Mrs. would really like me to. I haven't had a chance to see the movie yet (hope to soon), but I think I should probably try to just enjoy this franchise without having to "have the stuff" - which is sometimes a problem.