Pokemon cards! DS 6.5 really got into these, and while I don't see the appeal he uses them to connect with the other kids in his class. He was very upset when the grade 1 teachers decided they were too disruptive and banned them. (Which I do understand - he's had some upsets with them being unfairly traded at school, him losing them, etc.)
Fortunately, the after-school program is more tolerant of them, so we arranged for him to have some there. He seems to use them as an 'in' to play with peers and also the older kids.
He is _not_ into super-heroes, lego, or other popular toys. He's also found an 'in' with video games - Animal Jam, Minecraft, which my kids enjoy playing 'with' their friends on line (DD talks to her friends on the phone as she does this).