Jada have been releasing licensed vehicles for about a year now for Transformers, and have now announced a line of robot figures in a deformed style, looking very similar to the Asian Kids Logic /Kids Nation figures from the last 5-6 years. Just like the Asian figures these will have light-up eyes and about 10cm, but these ones look a lot less detailed.
Optimus and Bumblebee were revealed during a youtube video, for the second half of the year.