[Snowflakian]

I think the re-branding is smart.

I've been suggesting similar for awhile now here.

It'd allow them to get more on shelves per year thanks to it. We'd also see more characters we want covered. If they alternate between the teams and styles we could get more covered too.

I imagine it going something like this.

Marvel Universe: Avengers
Everyone that was an avenger, fought them, or is tangentially connected to a member of the Avengers. (Thunderbolts, villians, Songbird, red she-hulk, Secret Avengers Venom, White Tiger, Jocasta, Avengers Academy and so much more.)

Marvel Universe: X-Men
Any mutant, any costume. Finally could start seeing some Academy X/New X-Men like Rockslide, Pixie, Surge, Mercury, that X-23 costume, the Second Coming styled Lady Deathstrike, and more. Even Deathlok thanks to his usages in Uncanny X-Force.

Marvel Universe: Cosmic (Guessing)
Everything and anything from space. Like Darkhawk stuff, Nova Corps, Vulcan, Shi'ar, Kree, Super Skrull, Heralds of Galactus, and more.

Then just keep alternating between those 3 per year to force a refresh and to allow carryover from a previous year that may not have hit shelves(didn't make it this time, go next time's turn in the rotation).
This would keep shelves stocked and refreshed. It'd keep retailers ordering as they would always assume it's the next big line, and it'd give us figures we want.

My only concern with it is it'll get flooded with Mainstays. That should be alleviated with each time having 6 figure set of those mainstays. Then let the single carded have the fun stuff. The three packs can also have 2 new to ever 1 mainstay to help push them(like how the thor 3 pack does it).

This could also start working in Hasbro's favor as each line will also be akin to one of the toons on air. Avengers Assemble, Hulk and the Agents of Smash, Ultimate Spider-man, etc. They can also start swapping some figures around more to fit each. A re-release of Carnage, Anti-venom, Nova, or anything else that might fit.
This way they'll constantly have a comic version line on shelves, while the movie lines do whatever.

Though ideally, I hope they go all out for X-Men: Days of Future Past. So the MU avengers line if it slowly dwindles in the long turn can just be replaced by that line for the switch to MU:X, and then repeat the process for the next Avengers movie.

Honestly though.
I wish they would do this with the movie lines too. Throw each under their brand umbrella, and build from there. So spider-man movie toys cover(with real articulation) spider-man movies and toon stuff. Avengers movie line covers IM/Hulk/Cap/Thor/whoever else(rebrand it per who is in theaters when including the cosmic space avengers GotG), and have an X-Men movie line that covers classic and modern.

Then the comic series figures would constantly be on shelves to keep us happy with a focus on who is getting the most notice from media exposure, but we'd also have a constant flow of movie styled figures too without flooding too many of the named star. That seems to be the main problem overall. Too many "concept/Battle gears" not enough actual variations that matter. It seems that's getting better though. Tony Stark coming in a 6 pack is a nice touch, and avengers did it well by giving an unmasked Steve Rogers. There needs to be more like that, and less like scuba steve spidey.

Also while on the subject. They better be doing XOFP sentinels. Those things are looking bad ass!