I found these at a clearance book store at Chadstone today. General consensus on Twitter is that they are KOs. The instructions suggest they have Lego-man like heads under the helmets.
Yeah they are KOs. Not sure if the TF ones are made to resemble Kreo but the Wolverine one is made to resemble the Lego minifig. Quite a few of these selling in ebay and in some gift shops. Plastic quality ain't great.