Their main product, however, is these adorable little "bag clip" figures!
UPDATED 2022
Classic Wave 1:

Classic Wave 2:

Classic Wave 3:

KOTM Set:

Godzilla vs. Kong set:

Classic Wave 4:

I was initially drawn to these due to the selection. When's the last time we saw a Varan figure, or Gabara, or Minilla? From an American company no less! I also appreciate the likes of Rainbow Mothra and the Dorat (!) from the Heisei set. The style isn't for everybody, but I never thought I'd be able to walk into Target and see toys of some of these characters, so that's pretty cool.
For me, there's almost a nostalgia factor; reminds me of the good old days when Bandai had their own little SD lines that had a lot of these Showa characters. Also reminds me of a time when Bandai actually acknowledged some of these more obscure kaiju. Based on recent years, I have a hard time picturing Bandai releasing anything of this nature with such a wide selection of characters. I'd admit I also rather like the blind bag approach for little figures like this; reminds me of other toys I used to collect as a kid, never knowing what you were going to get (unless you tried to feel it through the bag - can't even do that anymore!).
Anyone else collect these?