Its a familiar thing for collectors of the little action figures. They brought out several box sets which included at least one 'exclusive' figure, something quite unusual and cool (in terms of action figures anyway, though those who don't like action figures would strongly disagree
), like a Mumakil Rider or Celeborn. These would also include several figures that would have been so easy to find you'd get them in bargain bins. Thus attempting to extract an extra £20-£30 from collectors.
I'd be tempted to get the DVDs if they had good documentaries about Tolkien or fandom, but not if they had more 'making of' documentaries, as I found them tiresome anyway after several hours of them.