With the summer release of Transformers: Dark of the Moon coming soon it’s only natural that Hasbro focused most of its Transformers presentation on it. While most of the movie figures are merely updates of what fans have seen from the previous two film’s toy lines, Hasbro did have a few tricks up their sleeves.
First, they revealed the new design for Megatron who looks more menacing than ever. Then for August Hasbro announced that there will be a “Mechtech Ultimate Optimus Prime” figure unleashed upon the public. Standing over 22 inches tall, this figure includes all sorts of lights, projectiles, sounds and even the voice of Peter Cullen. This mountainous mound of mech goodness will set you back about $79.99 so be sure to buy it for kids you actually like.
Another large scale toy to be on the lookout for is the “Autobot Ark Spacecraft.” At $29.99, this playset features lights, sounds and even a Decepticon prison.
Hasbro also introduced the new Kre-O line at the show. This line will be Hasbro’s answer to LEGOs and will include build-a-figure sets for characters like Optimus Prime, Bumblebee and Starscream. With prices ranging from $7.99 (for a 90 piece set) up to $59.99 (over 500 piece set) these figures are looking to take advantage of the hobby market as well as the action figure enthusiast.
There was also the announcement of the Transformers Robopower line designed for younger kids and the Cyberverse line which includes easier vehicle-to-robot transformations. The most notable portion of the Robopower line was the Transformers Cine-Mask 3D Masks. These are masks based off the Optimus Prime and Bumblebee movie design with 3D lenses built into them for kids (or adults wishing to hide their faces at a child’s movie) to put on during the movie to feel closer to the action. At only $9.99, these masks will probably wind up being the most marketable aspect of the Transformers line as it combines a practical use of 3D lenses with a toy aesthetic for kids.