Decipher seems to have had access to all the pre-post-production stuff; plenty of card images have different color correction than the movies, or have scenes without the people in them, or whatnot (it could just be clever photoshopping on Decipher's part, but in some cases it makes me think they had access to things the movies simply don't have).
And when you say "made-up" like Glorfindel, I mean, it was still done by Weta; they designed plenty of things that just never made it into the film.