Go to the lego aisle; at least DC has a presence there.
Also, for young kids there's the excellent (IMHO) Imaginext line, which is also in a different aisle than the regular DC toys. They're actually doing some cool stuff with that line, I think a Hall of Justice (from Super Friends) is scheduled to come out soon.
edited to add:
Sorry, you specified action figures in particular; well, the DC Universe Classics line died a while ago, and that was pretty much the equivalent to the Marvel Legends retail line, which is still ongoing (after a few reboots). There is a cartoony, simplified line called Total Heroes that is not really carried widely anymore (though Target had a big box set with the main heroes). But yeah, a lot of that Marvel space is devoted to Avengers 2.
I have a really young son, and I've been getting him into both DC and Marvel; he's too young for the movies, but Marvel just has way more cartoons on now thanks to Disney XD, and DC only has... Teen Titans Go? No Batman, no Justice League, nothing.