Man, the topic title for this should have been Mogwais invade NECA booth at SDCC.

NECA's booth was the place to be at San Diego Comic Con if you had a thing for figures based on popular franchises. There were plenty of figures for big-name film franchises like Predator, Terminator, RoboCop, Evil Dead, Gremlins and the Rocky series, along with some utterly creepy new figures of Freddy Krueger. The Evil Dead ones in particular were pretty awesome, as I think NECA has captured Bruce Campbell's likeness as Ash pretty darn well.
You'll be seeing a lot of Ezio over the coming months, as the Assassin's Creed character will have three(!) exclusives on sale in October. Along with the plain white Ezio, an Ebony version (GameStop exclusive), an unhooded version (Toys 'R' Us exclusive) and a separate smaller version with da Vinci's Flying Machine (also a GameStop exclusive) are on their way.
There's also the matter of Gears of War 3, for which NECA will be releasing more figures of both Marcus and friends and the Horde masses. On top of all that will be yet a third GameStop exclusive: a big freakin' Retro Lancer (and not the first one we've ever seen) that will be coming out in September. BioShock was also well represented, with news that new Splicer figures were coming sometime this fall. All in all, quite a bit was on display here; I think I may have to get those Terminator and RoboCop figures myself!