One of the biggest marketing pushes at Comic Con was for the upcoming film version of the Scott Pilgrim graphic novel series - Scott Pilgrim vs. The World. Mezco was lucky enough to get the license for action and plush figures based on the comic version of Scott Pilgrim (they don't look like Michael Cera).
Booth Favorite: Scott Pilgrim Plushies
I know I'm probably out of the loop, but I didn't even know there was a Scott Pilgrim graphic novel until I was sitting next to a pair of 30-something comic book guys in the airport on my way to SDCC. But I'm digging all of the Scott Pilgrim toys...so I might just have to give the comics a read.