The SDCC begins in about a week, which is likely to have a number of presentations that relate to Transformers, including new toy products. Plus, as the convention continues to grow each year, more and more exclusive toy products are being produced just for that event.
This year in particular, there appears to be 4 different Transformers themed items (that I know of) for purchase!!!

Ultimate TF3 Optimus Prime, packaged in truck mode and exclusive packaging (which should have been a month earlier than it's general release, but some are saying it has already begun to ship from Asian sources this week).
It shouldn't be an exclusive deco.

Transformers:Prime Deluxe Optimus Prime - also doesn't appear to be an exclusive deco, but is some 4 months advance-release of the general release of this figure. Comes in exclusive Matrix-shaped packaging.

Optimus Prime Nerf blaster - this one is news to me... it appears to be a TFs coloured pre-existing Nerf blaster called 'Barricade RV-10', and NOT the upcoming TF3 Nerf blaster. It costs US$25, and requires batteries.

GIJoe Skystriker as Starscream, with Cobra Commander holding Megatron in gun mode - If ever you wanted an official crossover toy for these two Hasbro franchises, we finally get one... and it will be probably be a nuisance to obtain one. It even comes with a rub-sign - how cool is that?

Official packaging images of the two Primes and the Starscream can be seen here.