I think they should focus more on the fact that minimates split into little parts. They could have a wolverine minimate (sorry, I know.. I know...) with two different heads, and three different costumes all in one package. Kids love toys with parts they can switch around.
Also, on the AA board, I remember someone mentioning each face having two faces, one on each side that you could flip around. That would also be a big draw at mass market, IMO.