Almost like oversized trading card packs, a series of My Little Pony comics, printed at a reduced size and sealed in a plastic pack, along with stickers, posters, tattoos and the like. Then sold at general stores and toy shops. Wal-Mart, K-Mart, Target, Toys R US, have all ordered 150,000 sight unseen.
And when they see them, they may order a few more.
For IDW however, this is more than just selling in a few more comics. It's a way of breaking comics into the mainstream, recreating the appeal and availability of the newstand, and using My Little Pony as way to establish that market. Teenage Mutant Ninja Turtles and more are in the pipeline to follow.
And with a non-proprietary format, other publishers are welcome to follow suit. Boom already have their eye on how IDW does, and Adventure Time would seem a natural
copy follow up.
I've got a few packs from New York Comic Con. I'll do an unboxing with my daughters later.