A couple of these were in the SDCC display case, and are now up on the Hasbro Transformers site.... and as usual, they don't really look anything like any existing character of that name (except Grimlock, who has the dino head on its shoulders like the Movie version).
Battle Masters Lockdown (yellow), Grimlock (grey version of the Target exclusive 2-pack), Soundwave (purple).
They are US$10 each in America, and probably released in the next month or two.