I guess there’s going to be an IDW crossover comic. They already did it with Ghostbusters. They’re also doing this with...wait for it...Top Gun...
The rollout of that figure was a disaster, too. Walmart listed a numbered-edition of 1985 figures. It was an exclusive for them, and they sold out in less than a minute. It looks like people were using bots to insta-buy the supply. Next thing you know, those pricks were reselling the figures on eBay for hundreds of dollars.
There’s a general, much larger release of the exact same figure coming in the fall, so fuck every one of those price-gouging resellers with a barbed stick.
As for where these types of figures fit, most people would say the Generations line.