SuperheroTimes.com has an article about Marvel Heroes Battle Dice, complete with photos of an opened starter set. As it states:

Battle Dice consists of “pop dice” that open to reveal themed dynamically posed action figures making up six different armies. Each figure has six different attributes including speed, strength, durability, intelligence, energy projection and fighting skills, plus symbols and numbers signifying the strength of their power.

Players battle by loading their dice with action figures, then rolling simultaneously with their opponents. The player with the lowest number selects the attribute to be used and the battle begins! Each battle can involve one, two or many characters in a player’s army and victory depends on each character’s strengths versus those of the opposing forces, meaning figures must be strategically selected before each battle. With every roll of the dice, the lives of your characters are at stake because defeat means surrendering your figure to the opponent’s army.

The first player to collect all of the opponents’ figures wins the war and the game. Game extensions included in the instructions make the game more complex and intriguing.

For those who wanted to know a bit more about the game play, I hope that helps.

P.S. They also have a larger gallery of images from the October Toy Show.