Let's do some math here: Mattel does ONE series of Batman '66 action figures. Charges way too much for them ($22 each at Toys R Us). Has the basic characters and three Bat-variants - Comic-Con Batusi version, surfer version, and two-pack with Robin and huge copyright label version.
Figures Toy Company charges $34.99 for their 8-inch figures, and they not only do more minor (yet cult-fave) villains like Egghead, but they also just announced SIX episode-specific variants. Pink Cowl Batman, Gray Suit Joker. Boxing Batman, Boxing Riddler, Baseball Joker and Opera Clown Joker are all coming in September, and if they do well I can't imagine there won't be more.
Holy variety. Wholly profit.
Check 'em out...