Found in a Kmart in America are some "Micro Legends" (trademarked, so could be more coming) figurines.
The timing and packaging would make you think Movie figurines, but they are TFPrime figurines... and not even 3rd season figurines either, making these really late to the party.

There looks to be 6 figurines (Optimus, Bulkhead, Bumblebee, Ratchet, Starscream, Megatron) for about a $1 each.

Looks like Hasbro is jumping on the Capsule bandwagon, after TakaraTomy has been doing it for a while now... and they are copying the "hidden chase" concept as well, as there are transparent figurines to hunt down as well (no idea of the ratio or if it is just Optimus as noted on the box).