It seems the focus of this shot is on the child and not the action figure. Since this challenge is Heroes, and the action figure seems to be the subject, that's probably where the focus should be.
The sharpest focus appears to be on the shoulder of the boy's coat - should be on the toy, or the boy's eyes. I like the lighting situation in this photo.
I just don't feel that this is a very strong photograph, in technique, presentation, or story. Focus is soft, depth of field is off (back focused on the child, but leaving the "hero" our of focus), contrast is low causing a flat look, and there's just no real kick to the composition.
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