The mysterious toy in the UK Argos catalogue a month ago, of a weird red/blue redeco of the DOTM Voyager Optimus toy, has been fully revealed, thanks to a Robotkingdom listing, labelling it as a Target (America?) exclusive.

The packaging notes that it's shield and sword act as decoders, like the red techspec decoders that came with 1980s Transformers toys.
It looks like it may only be revealing the allegiance symbol on the packaging... but maybe there is some inserted "coded" material as well.