Wow I never thought I'd be the one to go into bat for Hasbro here, but I think people have missed a key point with these Transformers- namely their gimmick. Heck, until I watched the infomercial on the site tonight, I was completely oblivious to it too.

Hasbro have actually outdone themselves with the deluxes, although these are definitely aimed more at 3-5 year olds and are actually educational toys for kids of that age.

So what's the gimmick? Well the transformation on each of the deluxes is designed to strengthen and reinforce a different gross motor function, be it twisting, prying, pivotting a lever, pulling apart something or pushing.

At the same time, while articulation is non-existent, they're even created transformable weapons (making them like action masters which still transform).

Hasbro are idiots if they don't get the cartoon out here to back up the line. The designs are well thought out and fun for the target age, the designs are great, the transformations are great as a first transformer for little kids, while the transformations actually help with a child's development at that age.

I didn't actually think I'd be saying this any time soon, but well done Hasbro.