Looks like the NYCC is starting to get as big as the SDCC, with properties like Hasbro making an official presence and even bringing exclusive editions for sale.
In the press release sent to American fansites, there is mention of presentations and 'special editions', which probably aren't new toys, but repackaged figures like the Ultimate Optimus and Prime Optimus at SDCC.

NYCC is on Oct 13-16, so in a month's time, we'll see if Hasbro have any new toy info for us.