This made me laugh:
Not that Hasbro would consider cutting out the gimmicks, because they have their hands tied by Walmart and the general retailers who don't care about the individual product, but what it can do as a 'product line'. Sure, as a line, TFs can transform, but they need to 'keep the line/concept fresh' and the conversion gimmick only works once to retailers/walmart who are looking to buy something 'new'.Yuki: Hasbro does not like an absence of a gimmick. That is why higher priced products include gimmicks such as missiles and sound.
Ejima: This time we presented the beauty of the figures rather than gimmicks. Hasbro said to us that those were fantastic. We answered, "It's because they are without gimmicks".