From the Columbian Facebook page comes images of more of the Heroes Mashers, which are likely to be second wave (first wave is still not out yet).

The three shown off are...
Rodimus - Gen1
Jetfire - Gen1 ish
Heatwave - Collector Club 2009 Membership figure?

If that third one is indeed based on the Collector Club Mirrorverse Deluxe toy, it is a strange, obscure character to pick for this line, which has so far been a small select range of Gen1 and Movie characters.