It is the rare action figure line that can be supported entirely by comic shops. Marvel Select is one of them, and even then there is the occasional variant at the Disney Stores. (Most DS figures are not variants.)
Most of our figure lines have been offered at comic shops AND a major chain to reach the minimum order quantity. We've been doing it for over a decade. Major chains like TRU and WG want lower price points and smaller packaging. Comic shops want something the major chains don't have. Universal Monsters had dioramas, Avatar has big effects, Westworld had extra accessories, NBX has dioramas and extra characters, Ghostbusters had dioramas, Castlevania has accessories, nearly all have done this.
Tron was a bit of a mix-up, we let retailers know LATE, but they still came with exclusive effects and we lowered the price accordingly.