The Space Marine/Warhammer Heroes line is a Japanese product made under license from GW. It is what is known as a Gashapon, a blind buy line of toys. Hugely popular in Japan, they come in a all types and sizes. Being made and distributed by a Japanese company, Games Workshop themselves cannot sell them directly.
The previous series of figures, (Space Marines, Blood Angels, and Plague Marines) were kind of hit and miss to find without spending big bucks on Ebay. They would show up in games stores, comic book shops and even general hobby stores.
This newest line of minis are structured to be a Kill Team for GW's Kill Team skirmish game and each figure comes with its own stat card. Thankfully in English as well as Japanese. Thoughtfully setup so if you bought a full case of eight figures you would get one each of the seven unique minis, plus one duplicate.
I really wanted to find a full set for less than the currently crazy eBay prices, but I had no luck. I needed to go out and find some paint for all my new Tyranids, so I ventured a bit up north to a decent gaming shop. As I was checking out, they had a sealed case of the new Warhammer Heroes just sitting on next to the Pokemon cards next to the register. I tried not to squeal like a fanboy, and cooly picked it up and sat it next to my paints. The cashier told me he had no idea what it was or why they have got it, but sold it to me anyway.
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