Quoted from jfh:Good point - if there is only one Smaug, there should be a toy or an image on the PF, not both. But I'll put that down as a minor quibble.
For what it's worth, though I think the PF is nice. I would actually remove Smaug from the PF art, and make the Lonely Mountain as large as it was on the prior PF - and remove the dragon. I am not a fan of the look of dragon in that particular pose, and I wouldn't use a 'fire breathing' image of him either. So why have the mountain so large? I think it is a core piece of the story, they spend half the book trying to get there, and after they do, the main 'evil' lives there, and the rest of story is fighting around and for it...
If however, the top left was not going to be dedicated to Smaug, and instead did something like have Dol Guldur, or something along those lines, I would definitely have Smaug in the PF image front and center. Otherwise, a nice toy in the corner would do nicely. Especially it the toy is very different in looks to the movie version. If he is too different then you are looking right at something in the center that is going to reference how different/good he actually looked in the movies. I just wouldn't want that directly competing with the toy is all I am saying.
I don't want to come off negative, just wanted to add my 2 cents. Love what I am seeing otherwise