OK, quick comparison of the Goblin Factory halflings...
First off, let me say that the Reaper figure is one of my all time favorite halfling figures. Moving on... the rest are just some of the few semi-common halflings I could show for reference, as well as an easy to recognize Empire figure, and my traditional Empire photo model/mascot. (The handgunner - I think some names for him were suggested at Warseer, but I don't remember what they are right now.)
Obviously I haven't painted any yet. In general I like the look of them. I like that they seem humble (not as "heroic" as the Reaper figure) but without being a caricature. But they are a bit retro looking... sort of like some of the old (and horribly painted) Grenadier halflings I've got tucked away. I don't know that they compare to the Reaper figure's quality. Maybe not up to the level of some of the other competition, either, but then there is the price to consider. For the price, at least here in the US, I think they're a good deal. The two packs I got were $5.50 for 4 command figures and $8.50 for 6 archers. So I spent $13.00 on 10 figures. Looking at some of the other new fantasy figures... $5 to $8 each. So I guess there's that to weigh as well.
I have no idea if/when their web page is going to be updated to include the halflings. He's also got kobolds as well as the eponymous goblins.