There doesn’t seem to be much detail outside of the pictures released by EqD, I’ve searched around and couldn’t find anything else on them, such as a release date and where they’ll be released. With the group being released are several notable figures, such as the first appearance of alicorns Princess Celestia, Luna and Cadence. Along with the alicorns there is also a Trixie figure (Trixie Lulamoon) and in this round Lyra has regained her name as Lyra Heartstrings. These are expected to hit the market somewhere within the next couple of weeks.
They are considered to be real, though there are people who are questioning if these toys are legit or not. As said above I tried to do some research on the set, but unfortunately could not turn up anything online. The main issue is the font usage on the Trixie figure, as pointed out by ComradeCosmobot (site admin of MLPonies) in this thread. It appears that the name uses two different fonts. On the MLP Wikia there is a list (no pics) of the Euro Blind Bags IV, which does include Lulamoon, though its not Trixie Lulamoon. There are several other facts pointed out, but at the moment Cosmobot is giving this a 70% real factor.
If it does turn out to be fake, I will say the troll behind it would get a good 7/10 if they created the entire thing. As some people have pointed out, the box is not something you can simply photoshop. For now we will keep an eye on this, but as for this set being faked, we’ll only consider that to be rumor at this time.
(Thanks to Strangepony who pointed this thread out to us in the comments).