There are few action figures on the market that have as unique an aesthetic as Square Enix Play Arts. While the company does make some fairly faithful recreations of video game,movie and comedian book characters, the Variants portion really pushes the boundaries of these characters. Some have perhaps diverted too far from the beaten path, and but Square's willingness to experiment and give us versions of Spider-Man and Batman that we'd likely never have seen otherwise is what makes them such an piquant company.
There weren't very many recent Variants on hand at San Diego comedian-Con this year,as it was a fairly light showing overall for Square Enix, but the recent Deadpool and Wolverine joining the existing Avengers and Spider-Man look kind in prototype form. Where Square really made a statement though was in the recent Variant Batman Rogues. These mash-ups mix Batman and a foe together to deliver a whole recent character, and only filtered through that trademark Square Enix lens.
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Source: comicsalliance.com