Not sure if the hasbro demographic has shifted a few years younger, but I just showed some of these pics to my 8 and 10 year old cousins and they were not impressed. Possibly could have something to do with them not seeing the show.
These kids loved the movie toys that they could actually transform too, so they are not non-tf kids.
I do find it silly that animated got cancelled for Prime, and now Prime is going off the crazy side, when Animated would have possibly been a better fit for a series with armour and spikes and costumes.
Maybe Hasblow have seen the success of costume sets for bayblades, zhuzhu pets or even the non movie batman toys and decided to chance their arm on what is a diminished toyline to them? Can't say I think it's a good idea, their last two forays into new markets with the tf license have been lacklustre; hot wheels tf and Lego tf (I like kreo, but they were not a big seller.) even botshots have been poor sellers locally, but I'd wager that is more due to price.
Looking For: Wreckers Saga TPB Collection (with Requiem)