I'm all for the diversification of the brand, I think one of the smarter things Hasblow did a few years ago was get back to 1980's level or merchandising, stationary, shirts, mugs, anything and everything being branded with tf (around the movie/animated time).

I only question their move into competing with lego. Their BTR series failed miserably, and then Kreo was not a great success (potentially due to the heavy focus of overselling wave 1) and these figures may just go the same way and end up doing more harm than good to the brand.

Lego is not unchallengeable, and I think the transformers brand could compete against it in the future, but not currently on the back of very flawed and poorly designed toys we have had recently in the kreo line. I would have preferred to see a break for 12-18 to clear off the rest of the Kreo still on shelves, then bring out these figures.

Strangely, the characters seem to be targetting the older collectors, but the toys themselves are most certainly targetting the younger demographic. If there were more movie/Prime designs in these figures (Wheeljack is the only real one that imitates recent media versions) then I could see more sense in the toy design choices. To me, it seems that Hasblow is unfocussed with what it is doing, trying to please everybody and in the end pleasing nobody.