I thought the role play toys looked pretty cool, even though they're similar to what we've already seen from the previous movies. Hulk Hands are coming back, Iron Man mask and a wrist piece of some sort, Thor's hammer, etc. There's a new NERF bow for Hawkeye also.
They played a commercial during the presentation that showed a bunch of kids, each as a different Avenger, playing with the role play toys and it looked really well done. I wouldn't be surprised if a lot of kids are running around with these toys this summer and come Halloween. If I were 10 years old, I think this stuff would be right up my alley.
The only thing I don't care for is that some of the helmets have been replaced by these new masks. The last Iron Man helmet was really nice, for example, but I think the new one is more mask than helmet. It's like what they've done with the Star Wars masks. It works fine for some like Captain America and the new Maul, but the Vader, Fett, Iron Man, I like the originals better. I'm sure it's a cost thing but it always sucks to see companies have to go backwards.