Marvel! This was the crowded spot, as it probably had the most new stuff in it. Marvel Legends had a build-a-Hulkbuster, plus a new movie Hulk with his techno purple pants which I assume we're all going to buy. Thanos is another build-a-figure, and a Directors of SHIELD boxed set brings you Agent Coulson, Maria Hill, and Nick Fury.
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The Spider-Man line continues with a ton of new kid stuff in various sizes, focusing largely on the Ultimate Spider-Man cartoon which is apparently still on the air. Also exciting are the new (and very small) toys for Ant-Man. There's a wave of Marvel Legends, a 3 3/4-inch figure with an Ant, a Hero Mashers figure, a Titan Hero Series figure, and not a lot else. The build-a-figure for the Legends wave is a movie Ultron, making it another must-buy assortment for Marvel fans. And just sort of upsetting to movie fans who aren't into the comics.