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In recent years, Marvel's Ulimited Plus subscription service has come with an exclusive Marvel Legends figure. 2013's Gold Ultron, 2014's Rocket Raccoon(Blue&White), 2015's Rescue. Looks like 2016's exclusive will be a Captain Marvel. From SDCC:

"Marvel Unlimited Plus comes with a Captain Marvel figure, a Wakanda patch, a pin and three variant comics. It's an Unlimited subscription with added bonus collectibles and opportunities for exclusive events!"

SDCC 2016: Digital House of Ideas Liveblog | News | Marvel.com