No, it's a new company called The Bridge Direct. Before, it looks like they've only made dolls and plushes. This is their first action figure line. I'd say the can pretty well go toe to toe with anything Hasbro is putting out in this scale, though. It's nice to see some fresh blood getting shelf space against the big two.
Back when the Lord of the Rings films came out, it was Toybiz that had the license, and they did a brilliant job with it. Oh Toybiz......*sniff*