I once saw a toy version of John Goodman's character Walter from the big lebowski. I almost bought it too.
IMHO the Iron Man movie toys is another line in the existing Marvel franchise. Just like the TFTM and ROTF is to the TF franchise.
I saw Terminator Salvation toys at the dollar store only a few months afterward. Pretty sad if you ask me, but the one figure I did buy was pretty bad and not worth full retail anyways.