Unfortunately, like the D&D minis that came out last year, they will be collectible (i.e., you get a random 8 or so in a booster pack.) That's sort of good news if, like me, you buy a lot second-hand through eBay stores and the like, meaning it'll be easy to get, say a horde of Stormtroopers. Yes, it means getting the fancy version of Luke or Chewie might be a bit more expensive, but that's the way capitalism works these days.
Anyways. Excited by this!