Target appear to be getting in the last two Animated Bumper Battlers (Workzone Bulkhead and Stealth Ninja Jazz) as well. And from the same non-US source as Toys R Us. Broadway Target had them, as well as a heap of Optimus Helmets.
The Helmets are definitely different to the 2007 Optimus Helmet. This one has a different colouring (a scratchy silver and gold highlights), plus moulded Cybertronian symbols into the panelling, AND all new quotes in Peter Cullen's voice.
If it were like $20, I'd get it in addition to the 2007 Helmet for the extra Cullen quotes, but it's an expensive non-action-figure... so not gonna happen.