I've only seen the AoE figures in a couple stores so far & what struck me is the deluxe figure card/design is very very similar to the simplified action feature figure card/design. Just a quick glance, I couldn't tell them apart. I had to look more closely and then could notice differences. Should Hasbro have made them more different so its easier to tell them apart? Its definatly going to get parents/grandparents buying the wrong type of figure then intended. You'll have little kids getting complex toys and teens getting younger kid versions.