More is likely to be revealed later in the weekend with Hasbro's actual presentation.

http://www.tfw2005.com/transformers-...isplay-165445/

Animated
General figures
- Ultra Magnus
- Sentinel Prime
- Elite Guard Bumblebee
- Blitzwing
Activators (US$7)
- Patrol Bumblebee (Oct in US)
- Megatron (Oct in US)
- Grimlock (Oct in US)

Universe
- 25th Anniversary Optimus.
Robot Heroes (US$5)
- Blaster Vs Thrust (Oct in US)
- Ironhide Vs Kickback (Oct in US)
- (Fuzor) Silverbolt Vs (Transmetal) Megatron (Oct in US)

Titaniums (US$17, Aug 17th release at US TRU)
- War Within Prowl
- War Within Grimlock

Other items not seen in photos in the link above, but on display (so will probably show up in another news site's photos):
Transformers Universe
All current releases present. Everything that has officially been seen before is there. Mighty Muggs
Optimus Prime is the only Transformers Might Mugg there.
Bumper Battlers
New Bumper Battlers include a shiny silver Jazz similar to Movie Jazz, and Optimus Prime repaint that is vaguely similar to Sentinel Prime, A Bumblebee that was described as "electrical-looking".

Marvel and SWs crossovers covered in the other news posting.