It could work to their advantage.
Pad out early waves with repaints of the first movie toys. people who missed on the first movie toys might buy them, (and completionists will scream blue murder), while the padding allows more movie cast figures to be used in later waves, extending the relevance of the line.
The movie line died badly in it's last few months because whole lines were non movie characters and not so good repaints (and repaints of non movie figures).
Looking For: Wreckers Saga TPB Collection (with Requiem)