Click image for hires photo gallery

The Autoblog staff is waiting with bated breath for the Fourth of July weekend to get here so that we can wave the flag, watch some fireworks, eat and drink too much, and take in the battle between the Autobots and Decepticons in Michael Bay's big-budget big-screen interpretation of Transformers. Regular readers know that we're really pumped up for this and since Toy Fair 2007 is underway in New York this week, Hasbro has provided some new imagery of the TF toys they're releasing in conjunction with the film. Check out the gallery to see full shots of Optimus Prime and Bumblebee in both robot and vehicle modes, as well as a shot of Optimus Prime in his retail packaging. Is it just us, or does Bumblebee look a little startled?

As cool as these two figures are, we think that the forthcoming Mr. Potato Head Optimash Prime may take the cake. Damn you, Hasbro, for making such appealing-sounding desk trinkets! That's 10 bucks as good as gone right there...

UPDATE: Gallery updated to include the Optimus Prime Arm Blaster and the Optimus Prime Voice Changer helmet. Oh, to be an 8-year-old...

Press release after the jump

[Source: Hasbro]
Transformers -  Optimus Prime
  • Transformers - Optimus Prime
Transformers - Optimus Prime
  • Transformers - Optimus Prime
Transformers - Optimus Prime
  • Transformers - Optimus Prime
Transformers - Ultimate Bumblebee
  • Transformers - Ultimate Bumblebee
Transformers - Ultimate Bumblebee
  • Transformers - Ultimate Bumblebee
Transformers - Optimus Prime Arm Blaster
  • Transformers - Optimus Prime Arm Blaster
Transformers - Optimus Prime Arm Blaster
  • Transformers - Optimus Prime Arm Blaster
Transformers - Optimus Prime Voice Changer
  • Transformers - Optimus Prime Voice Changer
Transformers - Optimus Prime Voice Changer
  • Transformers - Optimus Prime Voice Changer


Hasbro teams up with DreamWorks and Paramount for first-ever live-action TRANSFORMERS feature film release on July 4, 2007

Pawtucket, RI (February 2007) - On July 4, 2007, the colossal battle between the AUTOBOTS and the DECEPTICONS will invade our world when these aliens make Earth their final battleground in the live-action TRANSFORMERS movie. Produced by DreamWorks Pictures and Paramount Pictures, in association with Hasbro, the film is poised to catapult the legendary characters and storyline -- which have captivated kids since they debuted more than 20 years ago -- even higher into the stratosphere of pop culture.

First introduced in 1984 by Hasbro and Takara as a toy line, TRANSFORMERS has become a global phenomenon inspiring comic books, video games, animated series, films and a convention dedicated to TRANSFORMERS collectors. Whether fans grew up with the robots or discovered them more recently, they continue to be fascinated by the alien robots from CYBERTRON that live on earth as "Robots in Disguise" and have the ability to change from robot mode to vehicle mode.

The movie, directed by Michael Bay (Armageddon, The Rock, Bad Boys I and II) and executive produced by Steven Spielberg, follows the epic feud between the AUTOBOTS (led by OPTIMUS PRIME) and the DECEPTICONS (led by MEGATRON) as they bring their battle to Earth. In their efforts to help the humans, the AUTOBOTS meet up with an unsuspecting teen (Shia LaBeouf, who starred in Holes and Even Stevens) who finds himself in the middle of an intergalactic war being fought on our planet. The movie also stars Josh Duhamel (Las Vegas), Tyrese Gibson (Annapolis, 2 Fast 2 Furious), Megan Fox (Confessions of a Teenage Drama Queen), John Turturro and Jon Voight.

"Hasbro is thrilled to work with DreamWorks, Paramount and Michael Bay in making the most amazing, larger-than-life version of the TRANSFORMERS saga ever created," said Brian Goldner, Hasbro's Chief Executive Officer and Executive Producer of the film. "Michael, Steven and the production crew have captured the personality of the TRANSFORMERS characters through ground-breaking visual effects and they have translated the storyline into a film packed with non-stop action and excitement."

To bring the action and adventure into kids' homes, Hasbro will be releasing a new lineup of toys and games based on the characters and styling of the movie. From the OPTIMUS PRIME VOICE CHANGER HELMET to the ULTIMATE BUMBLEBEE figure, TRANSFORMERS fans of all ages will find something that will help them experience the excitement of the movie.

The TRANSFORMERS 2007 line includes the following:

(Approximate Retail Price: $89.99; Ages: 5 & up; Available: Fall 2007)
Fans of TRANSFORMERS will love seeing BUMBLEBEE come to life on the big screen and this fall, they can experience the ULTIMATE BUMBLEBEE action figure, which is among the most realistic and technical TRANSFORMERS toys ever. The impressively styled Chevrolet Camaro Concept car changes into the beloved AUTOBOTS character, which stands an imposing 14 inches tall. BUMBLEE will "come to life" with robot animatronics action in both car and robot modes. Working headlights, battle sounds, and music, including Devo's "Whip It", all add to the interactive experience.

(Approximate Retail Price: $9.99 - $19.99; Ages: 5 & up; Available: June 2007)
The fun and excitement of 2007's live-action film is placed in kids' hands with the all-new TRANSFORMERS MOVIE action figures. Not only do the figures feature the authentic TRANSFORMERS action that enables all figures to change from vehicle mode to robot mode, but they also feature new "Automorph Technology" that will allow some parts to "automatically" move. Each figure also includes other action features like firing projectiles. Movie-styled figures in the Deluxe and Voyager scales include: OPTIMUS PRIME, MEGATRON, SCORPONOCK™, BARRICADE™, AUTOBOT JAZZ and BUMBLEBEE™.

(Approximate Retail Price: $39.99; Ages: 5 & up; Available: June 2007)
It's Prime time! OPTIMUS PRIME and other popular TRANSFORMERS characters from the movie are represented in Leader scale figures, which feature lights and sounds in vehicle and robot mode. Additionally, the figures feature new "Automorph Technology", a gearing mechanism that allows some parts to move automatically. The Leader scale includes OPTIMUS PRIME and MEGATRON.

(Approximate Retail Price: $29.99; Ages: 5 & Up; Available: June 2007)
The OPTIMUS PRIME VOICE CHANGER HELMET, authentically detailed to look like the character in the movie, allows kids to imitate OPTIMUS PRIME and sound like a TRANSFORMERS robot for the first time! The OPTIMUS PRIME VOICE CHANGER HELMET features 3 modes:
• VOICE CHANGER: Make your voice sound like a robot!
• BATTLE PHRASES: OPTIMUS PRIME speaks iconic phrases
• CONVERSION SOUNDS: Hear OPTIMUS PRIME change from a truck to a robot and back!

(Approximate Retail Price: $29.99; Ages: 5 & up; Available: June 2007)
Quickly changing from either STARSCREAM'S jet or OPTIMUS PRIME'S truck, these powerful TRANSFORMERS ARM BLASTERS offer kids the unique opportunity to role-play the galactic battle which AUTOBOTS and DECEPTICONS have waged for centuries! One pull changes the toy from vehicle mode to blaster mode, unleashing the power of a Nerf dart blaster. OPTIMUS PRIME comes with 3 Nerf darts and STARSCREAM comes with 4 Nerf darts.

(Approximate Retail Price: $19.99; Ages: 4 & up; Available: June 2007)
The CYBER STOMPIN' ROBOT features 12-inch robot-only versions of BUMBLEBEE and OPTIMUS PRIME, the heroes of the TRANSFORMERS movie. Designed to enable easy play for younger fans, each of the figures feature robot stomping sounds, battle sounds and phrases and light-up eyes!

(Approximate retail price: $9.99; Ages: 2 & up; Available: June 2007
MR. POTATO HEAD, the iconic face-changing potato friend for kids, takes on the role of a lifetime as the spud-ly leader of the AUTOBOTS, OPTIMASH PRIME. Kids will be able to have all kinds of mix 'n match fun with this wacky spud dressed as OPTIMUS PRIME. OPTIMASH PRIME comes with fun parts, including shoes, ears, eyes and helmet.

(Approximate retail price $ 24.99; Ages: 8 & up; Players: 2 to 4; Available: June 2007)
The game of Global Domination takes a twist with this version set on CYBERTRON and based on the TRANSFORMERS movie. Fight to gain control of the world on the side of the AUTOBOTS or the DECEPTICON! Choose your side, then play by either classic RISK rules or the TRANSFORMERS variations!

(Approximate retail price $ 29.99; Ages: 7 & up; Players: 2; Available: June 2007)
This classic game provides an opportunity to pit the AUTOBOTS against the DECEPTICON in a two-player strategy game. The figures are authentically detailed to look like the movie characters.

(Approximate retail price: $15.99 Ages: 7 & up; Available: June 2007) Two puzzles in one. Assemble OPTIMUS PRIME in robot mode and then with the same puzzle pieces, assemble the AUTOBOT leader in truck mode.

(Approximate Retail Price: $3.99; Ages: 5 & up; Available: June 2007)

(Approximate Retail price: $2.99; Ages: 5 & up; Available: June 2007)

For more information on Hasbro's TRANSFORMERS toy line and the live-action feature film, please visit and

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