They have Transformers and GI Joe as the only thing people remotely care about so it makes sense to try to integrate the lesser known products in with those. Granted, realistically, it's more of a way to add stuff to the two flagships - Transformers vs. MASK, GI Joe team with Visionaires or whatever but they're doing what they can with what little they have.
The problem, of course, is that Marvel is a hard act to follow because a) they have a loyal following unlike Hasbro and b) they're universe already exists in comics so it's not something they're just pulling out of their asses.
I'd like to think they had some interesting plan that attracted the quality of writers that they have but seems more likely that they just threw boatloads of money at them.
I doubt this will work but I don't hate the concept for Hasbro.