>>14754ZUN doesn't have an issue with figures because they're just figures. Stuff like anime or games by big studios would make fans to mistake it as official when he wants the canon to remain nebulous and in the hands of fan creators, and this is why it's weird that he changed his tone for a corporate mobage that came out of nowhere.
At least he included in the newer guidelines that mobage must be free-to-play, shame that he didn't prohibit microtransactions or paying to remove ads though.