Go, Read: I'm The Best There Is At What I Do, And What I Do Is Multiple-Platform Promotional Support
They're killing Wolverine in a special event comic this year. I would assume that we're in a pop culture space where they will "really" kill the character -- no fakies -- and further assume that they'll find a way to use the lucrative, key character in the long-term. In the meantime, there are books to sell, and here's an article about retailer promotion in support of those comics. It's interesting to me because it sounds promotional but also collectible, which is the main point of this kind of effort.