The demon is named Mayhem, so he and Rowan seem to be different entities. Looking at the scale of Mayhem with the GB standing next to him, and Mayhem being as big as Rowan and Stay Puft, we may be getting a few big guys, just like Dan always wanted for the original GB.
The kid sized proton pack looks about what I would expect for a RP toy aimed at children. The Mayhem’s figure box to the left is throwing me off size wise unless the figure itself is much larger than the others.
Looks like Slimer is definitely in the film with minimal changes to his overall design. I find it interesting that the packs front handle pops open to reveal him. Based on box art it looks like the streams are essentially unchanged which is cool.
EDIT: Watched the video. Pack makes sense now with the projection.
We’ve already got some shots of the Proton Pack. 
I personally love the Rowan design. I really hope that he looks like that in the movie but my guess is that it will be different. I really hope the Mattel line is a bit more expansive. It will be a shame if the 6" figures don’t come with ghosts. My guess is that there will be 4-6 more figures in the line and possibly an ecto.
I don’t think there’s any reason to believe he wouldn’t look like his figure, given all items based on him are pretty much the same.
I see they’re going for the 'Shopkins/Littlest Petshop" approach to toys.
Has anyone read all the disclaimers on the back of the Mayhem action figure card? Oh, crazy litigious modern day…
I also like Rowan design. I find it interesting that the no ghosts sign ghost might have an origin. Thinking about it now, I’m surprised that the RGB never had a story involving the no ghosts sign ghost. He was in the intro and bumper and very much apart of what makes GB. So giving him a back storie wouldn’t have been to hard.
I have mixed feelings about Rowan. The character design is fine overall, and I don’t have a problem with the character per-se (that will depend on how they play him), but an improvement would be to lose that ridiculous red bow-tie.
How about a piece of a ghost? That would be great!
You know it’s weird; I’m fine with the red bow-tie. It’s he’s teeth I’m not fond of.
I’m calling it now: Mayhem is the Heavy Metal scene ghost. Rowan is the real villain.
One of the YouTube videos from the toy fair I watched said that each figure came with a piece of the Rowan ghost.
I’ll go through my history and see if I can find the video.
Found it. It was the Pixel Dan video of the new Mattel toys.
Hmmm. Maybe the big bad decided to yse their on no ghost sign against and materialized Rowan from their arm patch or something. Or just an in-movie comercial gimic.
I like the idea of the Big Bad choosing that form as an act of antagonism. That automatically gives the character some range – terrifying (DAT GRILL), yet sarcastic.
Definitely cooler than a TRex.
But not as cool as a giant ghost RIDING a giant TRex!
Neil Casey is cast as Rowan, right? He might be possessed, maybe he posesses multiple things like Kevin or a Staypuft balloon, or maybe he dies during the movie to turn into this figure when called out to taunt the busters.
