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From what I've seen at wikipedia, the toyline is coming out in November, and each figure will include a 3D tag that can be scanned with a webcam... hope that doesn't add to much to the price :/
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I wouldn't worry too much. I know it does say 3D web tag online (
http://www.fastcompany.com/blog/ste...oys-come-life-1):
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The figures will come with a 3-D Web tag, or i-TAG, that when scanned at home with a Webcam reveals special content and information on your computer screen, such as biographical information or animated models.
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But if you're scanning with a webcam, a 2D barcode is what you'd use to encode some URL information, or the data about which figure/vehicle it is. So other than having to print some sort of paint pattern on the figure, the additional cost then is mainly in the website (though really it's not too hard to create a site that accepts the names of 2 figures/vehicles and then plays back some pre-generated content).
In any case the vehicles look cool, and nicely detailed, and the idea of being able to scan your figures/vehicles and access online content is also cool.