What will that something be? It's a mystery right now as this new page on the Avalon Hill website has only a counter and a single image:
When HeroQuest was originally published, the title "HeroQuest" was a trademark owned by Games Workshop and HeroQuest was labeled as having been "Developed with Games Workshop". GW is not mentioned on the current HeroQuest web page.
In July 2020, U.S. publisher Restoration Games filed a trademark application for the term "HeroQuest Legacies" for use in the categories:
As far as I know, the most recent owner of the "HeroQuest" trademark was RPG designer Greg Stafford, who acquired the trademark after it originally lapsed and who licensed the trademark to Moon Design Publications for publication of the HeroQuest RPG system, with this trademark ownership being at least one of the causes (via a DMCA takedown) of a failed Kickstarter for GameZone Miniatures' HeroQuest 25th Anniversary Edition — but Stafford died in 2018, so who knows where that trademark has traveled to at this point...
One additional news hook for this story is that prior to September 2020, the Avalon Hill brand was controlled by Wizards of the Coast, which oversees the collectible card game Magic: The Gathering and which is itself owned by Hasbro. Robert Hutchins at ToyNews reports that management of Avalon Hill will now be overseen by Hasbro itself, possibly in an effort to broaden its reach among gamers. In Hutchins' words:
Hasbro's move to bring Avalon Hill within its own gaming fold may be a move to broaden its more mainstream offering and tap into the growing market.