Yeah, you can buy x-men figurines in marvel but as for promoting it, its kinda different, they show wolverine, rogue, and cyclopes in marvel but they used they comic style as they were going for, and in bill and ted's I remember that they promoted alot of movies and x-men was a hit movie over that summer. Just like x-men, spiderman while be most likely a main feature in bill and ted's but they're most likely not going put promotions in MSHI for the LIVE action spiderman movie. I remember when people heard the studio was going to put MIB in, people wondered why it wouldn't be placed in MSHI.