[hasbroherofan]

I've also heard people say that some of the Iron Man movies hurt the trend because there was such an insane amount of merchandise for IM3 (many of them for suits that only showed up for like 3 seconds in the actual movie) that a lot of stores were left with a bunch of peg warmers.

Hardcore adult collectors really love all those variant armors but I have to imagine parents draw the line sometime after buying their kid their fourth Iron Man figure from the same movie.