The employee count went up to over 30, including Don Gorski, COO; Tom Virgin, CFO; Martin A. Stever, Executive V.P; and Marc Sachnoff, President of WizKids Licensing and Media, who made the innovative deals bringing together the Marvel and DC comics character universes into the HeroClix line.

Though they proved less successful, WizKids also produced the short-lived CMGs Crimson Skies, Shadowrun Duels, and Creepy Freaks, as well as a baseball-themed CMG called MLB SportsClix.

In July 2004, WizKids created a new product category with the release of their first constructible strategy game (or CSG), Pirates of the Spanish Main, featuring miniature ships assembled from pieces punched out of styrene cards.

[5] A game created by the company called Zypods, with a physical structure similar to Matryoshka dolls, had a limited release, but was never distributed nationwide.

At the July 2009 San Diego Comic-Con, National Entertainment Collectibles Association (NECA) displayed a Thor figure for Heroclix, indicating that they might be the new parent company for WizKids.

Unlike previous offerings, the promotional figure (Ragnarok Surtur) was available with the 10-pack brick purchase at retail locations, rather than through mail-in redemption.

[6] With the following set DC HeroClix: Brave and the Bold the promotional figure (a Batman and Catwoman duo-figure) returned to redemption through WizKids/NECA, though this time done online.

Storyline Organized Play themes have included No Man's Land for DC, Fear Itself for Marvel, The Dominion War for Star Trek, and others.