Transformers Dark of the Moon Toy Fair 2011 -

Toy Fair 2011 Coverage

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Transformers Dark of the Moon Toy Fair 2011

Ultimate Prime and Michael Bay?

By Robert T. Trate & Kimberly McCall     February 19, 2011

Transformers 3 toys coming soon
© DreamWorks/Kimberly McCall/Bob Trate


It is hard to muster any enthusiasm for Transformers: Dark of the Moon. I know that Michael Bay has delivered two very profitable films. In this economic climate that is an accomplishment. The story just doesn’t do anything for me. However, when it comes to Transformers there will always be toys. At Hasbro’s collectors and fan media day there were tons of new Transformers toys. Many of which were new and improved version of what we have already seen before. Instead of bogging you down with a lot of same pictures I decided to just focus on two very interesting toys from Hasbro’s Transformers: Dark of the Moon.
Ultimate Optimus Prime 2011
“With the upcoming Transformers: Dark of the Moon movie, one of the most iconic characters in the TRANSFORMERS lore will capture the spotlight as his heroic story becomes the focus of the first-ever 3D TRANSFORMERS movie. Now, an action figure befitting such an icon will be available with thenewTRANSFORMERS MECHTECH ULTIMATE OPTIMUS PRIMEaction figure. The figure includes the AUTOBOT leader’s classic trailer that doubles as a weapons arsenal and is an integral part of the figure’s converting play pattern. The TRANSFORMERS MECHTECH ULTIMATE OPTIMUS PRIME figure features three modes of conversion – vehicle, robot, and robot with “mech suit.” –The trailer, which serves as a weapons depot and command center, also converts into a “mech suit” that OPTIMUS PRIME shows off when it’s time to rumble. Featuring lights, launching projectiles, electronic battle sounds and OPTIMUS PRIME phrases, this is the must-have item for kids and fans alike”. (Hasbro)


Toy Fair 2011 Transformers Photos

Toy Fair 2011 Transformers Photos

Toy Fair 2011 Transformers Photos

Robo Powered Cine-Mask

Toy Fair 2011 Transformers Photos

“Get ready for TRANSFORMERS role-play masks that are “MORE THAN MEETS THE EYE!” New to the TRANSFORMERS line, fans can gear up and roll out with the TRANSFORMERS CINE-MASK 3D Masks for an all-new, one-of-a-kind experience.  Each role-play mask – offered in OPTIMUS PRIME and BUMBLEBEE styling – functions as a “battle mask” to play out the TRANSFORMERS fantasy as one of these AUTOBOT characters. Each mask is also equipped with built in RealD 3D lenses that allow fans to watch any RealD 3D compatible movie!  Each mask sold separately“. (Hasbro)
Bay and Huntington-Whiteley at Toy Fair

Toy Fair 2011 Transformers Photos

Not missing out on the photo-op Rosie Huntington-Whiteley, the female lead ofTransformers: Dark of the Moon, and Michael Bay, the director, visited Hasbro's 2011 Toy Fair showroom in New York. Yes, that is a life size Optimus Prime in the background.
The Toy Maniac’s Two Cents

Toy Fair 2011 Transformers Photos

Pictured above are likenesses of Optimus Prime and Megatron from the Transformers Prime animated series. If Michael Bay keeps making Transformers movies at least we will have cool looking toys such as these two guys on the shelves.
The Ultimate Optimus Prime is an incredible looking figure but it looks almost too cluttered. Much like the Optimus Prime in the film there just seems to be too much to look at. It’s great that they have finally turned his trailer into something other than a command center. However, did it have to be wings?
What collectors and fans of the entire Transformers mythos are really going to want is the “Transformers Vault Book”. In May Hasbro will release a book that details the complete history of Transformers. It will chronicle their voyage from toy to small and big screen.
Although I am in no hurry to go out and see Transformers: Dark of the Moon which will be in RealD 3D (yes, it was shot in 3D). I am interested in the ramifications of Hasbro’s Robo Powered Cine-Mask. They will work in the theater in place of the boring glasses they give you. Retailing at $9.99, I have to ask, will parents shell out the extra money for these with 3D movies already costing more than a normal price? I do expect to see these masks again when the Star Wars Saga arrives in 3D in a few years.
Transformers: Dark of the Moon Trailer

Robert Trate writes two weekly columns for Mania the DVD Shopping Bag and the Toy Maniac. Robert also participates in a pod cast that reviews movies, comics and celebrates all things geek. Check it out at You’ve Got Geek on


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Betenoire 2/25/2011 5:52:13 AM

Unless Bay is tiny that new Prime is rather sizable. I am OK with the wings though I'd like to see what the trailer has in its "weapons depot/command center mode. And forget kids, I wonder how many 20 somethings will be at the theater with those 3-D masks.



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