Seems I spoke a biiiit too soon on the Mattel stuff... at the time, all they had displayed was the Super Powers stuff, which I'm not really interested in. They've got a LOT more up now, including a bunch of the Total Heroes figures (yaaaawwwwnn), a ton of Multiverse Arkham figures (which I have little interest in, but I'll be fair to Mattel here... there are 15 brand Arkham new figures at SDCC, and that's not including the three Batman repaints and the kinda cool "Detective Mode" variants of Bane, Mr. Freeze, and the Thugs. If you want to get some Arkham love without paying 30+ a figure, they don't look bad at all), and a brand new Yvonne Craig Batgirl figure.
Here and
here for Mattel links (there's a character from Arkham Knight in there that just got announced, so be warned on that)
On the Tamashii Nations side, they've announced a Sasuke to go with the Naruto they revealed last year (which I'd have been all over like, 4 years ago. Having a proper Sakura might still break me, but I'm kind of over Naruto otherwise), They've got a Luigi to go with Mario, and the Dragon Ball Z display includes Android 16 and SSJ Vegito who I don't recall seeing before (though, unfortunately, there's also no sign of Nappa. Damnit, I need that figure, because Nappa is hilarious). There might also be a few new Sailor Moon figures in there, but I really have no frame of reference on that one.
link here for Tamashii Nations
Square has a few "Kai" remakes of their FFVII Advent Children figures, but otherwise Play Arts continues to waste its time with a bunch of Video Game and comic properties I do not care about (No, but seriously. This is a toy company
owned by Square Enix, and yet I STILL don't have proper Donald, Goofy, KH2 Riku or Kairi figures. WTF?)