I saw Iron Man 3 in both 3D and 2D this weekend with two different groups of friends. I thought both versions were good. There was nothing distracting about the 3D like there was in GI Joe 2. I enjoyed the film, but I might have liked Iron Man 2 more. Since I don't want to give away to much about the movie I am mostly going to talk about the toys I've seen so far and my thoughts on designing toys for the movie.
So far I've really only seen Role-Play toys and the Assembler line. The Role-Play stuff is always fun for kids, helmets and gloves they can wear. The Assembler figures are Iron Man toys that pop apart at the shoulders and hips and can be combined to form different combinations of armor. These are also probably fun for kids, but there aren't really good figures for collectors.
This film would be hard to make a successful action figure toy line for. The heroes of the movie have been made into figures several times already for the past few films. Both Iron Man and War Machine both got new suits (or paint jobs) so they could make figures of them. Tony Stark and Col. Rhodes both could be cool figures, but I doubt they'd sell well to kids because they are just normal people. The villains in the film also are fairly standard looking people that wouldn't make very exciting toys. There were some cool attach helicopters in the movie and I guess they could do a play set of Tony's house.
How many versions of Iron Man's armor can Hasbro sell before people stop caring?