I went and had a look today (tinyjazz reminded me)... and they are HUGE... a lot bigger than I was expecting.
I was thinking that they would be about the size of the small movie plushies at the bottom of this photo, or at the most, the previous converting plushies in the middle of the photo below the Bumblebee face pillow... when in fact, they are the size of the Bumblebee face pillow, at about 30-40cm in size.
These are the ones at the Zone bowling alley that Ravagecat sighted...
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I was able to find out their source as well (they are licensed plushies by Hunter Leisure, not produced by Hasbro), so that I can try to track down other retail sources by contacting them.
From the product catalogue (page 28), the pre-production samples of the robot modes look a little different to the finished products in the claw machines.