What you see is exactly what you get with these "Make-a-Hero" books from Parragon (in the UK) and Scholastic (in Australia/New Zealand). The books contain cardboard pieces which assemble into 3D super-hero and super-villain characters.
Each 8.4" x 10.7" book contains 8 sheets of die-cut glossy cardboard. The front cover (including a gate-fold sheet) and back cover gives the instructions for the various figures.
The Spider-Man book contains pieces, accessories and instructions for Spider-Man, Green Goblin and Doctor Octopus. The Marvel Heroes version contains Wolverine, Iron Man, and a completely different pose for a second Spider-Man figure.
The simpler figures are made up of 4 or 5 pieces. The Green Goblin is pretty complicated by comparison, featuring 8 pieces in the figure, plus 5 more accessory pieces for his glider and pumpkin bomb bag. Check out the scans for an idea of the sort of detail and artwork.
Short version: I think these figures (and the books) are fantastic.
Naturally, a figure assembled from five pieces of rolled cardboard is not going to look like a CGI-rendered mini-bust. But that's not the point. What really matters to me is that these books are utterly original. They're not just recycled clip art annotated with a few random factoids. Instead they are individually sculpted, hand-designed character models, created by somebody who clearly put some serious time and effort into these products.
Wonderful stuff. Innovative and original. If Disney is going to peddle spin-off books from Marvel Intellectual Properties, then at least let's have fresh and creative content like this.
I give both books a damn-near perfect four-and-a-half webs.