From the Manufacturer
From the moment OPTIMUS PRIME took Earth as a new home for himself and his people, he was rededicated to its protection. Since that day, he has focused all of his considerable will and power on rooting out the last few DECEPTICONS and destroying them. To that end, he has upgraded and refined his sensor suite, and trained with IRONHIDE in tracking the evil robots. Prepare to do battle – AUTOBOT style! Gear up with the good guys and fire either of two missi (more...)

From the Manufacturer
STARSCREAM worked hard to rally the remaining DECEPTICONS and now he has a nice little army on Earth. He and his soldiers wait in hiding for the right time to rise, and strike back at the AUTOBOTS

STARSCREAM worked hard to rally the remaining DECEPTICONS®*, and now he has a nice little army on Earth. He and his soldiers wait in hiding for the right time to rise, and strike back at the AUTOBOTS®*. Tilt this super-cool figure back and watch as it aut (more...)

From the Manufacturer
SIDESWIPE was built to fight. He is sleek, fast, and single-minded in battle, focusing on his enemy with absolute attention. His blades are a shining blur in the air as he leaps through the air, twisting to avoid enemy fire. Converting from vehicle to robot at blinding speed, he uses every trick in the book to get close to his opponent, and put his powerful swords to work. Team up with this AUTOBOT ally and get ready to take on DECEPTICON forces! Unleash sh (more...)

Featured: Dare2create Motivational Videos

From the Manufacturer
Stationed in orbit above Earth, SOUNDWAVE swiftly taps into every satellite in range. Within minutes, communications, data traffic, weather information, and high-resolution spy photography flood his sensor net. The spill of data fills him with pleasure, and one by one, the humans’ systems come under his complete control. From his seat on high, he is in a position to control the destiny of mankind without their knowledge…or to run their civilization into the (more...)

The mighty union of the five Aerialbots, Superion thinks of little else besides destroying any Decepticons he encounters, and protecting any innocent bystanders nearby. The robots that combine to form this powerful warrior are experienced teammates, working in tandem to see that the Autobots emerge victorious from the fire of the ancient war.

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From the Manufacturer
Having chosen to stay with Sam after the end of the battle for the AllSpark, BUMBLEBEE made arrangements to stay close to him at all times. It’s been a pretty good deal. He gets regular detailing, and as much high-grade fuel as he needs. Plus, he gets to spend time with Sam and Mikaela. His vocal processors still aren’t fully up to snuff, but he and his friends communicate just fine. If he ever misses the action of battle, he can always give IRONHIDE a call (more...)

The Transformers voice changer helmets are back! Where the first film brought you just the Optimus Prime voice changer helmet, the new film has brought with it brand new helmets of Prime and... Bumblebee! The Bumblebee voice changer helmet from Transformers Revenge of the Fallen is a fantastic role play toy for kids to enjoy.  Just slip the helmet on and you can change your voice into that of a Transformer! The Bumblebee voice changer helmet features sound effects from the movie as well as a button that, when held down, will change the wearer's voice into that of Bumblebee! This is a great role play toy for getting kids into creative play.

What is it that makes Optimus Prime so brilliant? Next to Bumblebee, he is far and away the most popular Transformers character that has ever been created, and quite rightly so.

The leader of the heroic Autobots is exactly the kind of hero we all look up to and secretly wish we could be just like. Optimus Prime is an honest, courageous character that will stop at nothing to protect the innocent and topple the evil Decepticons.

You could think of him as a favourite uncle, especially with the fatherly voice of Peter Cullen! In the toy range, the cartoons and the movies, Optimus Prime has always been portrayed as the perfect hero, and that is something to be commended.

He has his faults, as does every character, but he is the only character you can really believe could lead others into battle for a common cause. The original generation one Optimus Prime toy was already a collector’s item the same year it came out due to the huge demand for it (I had one at Christmas 1984 as a six year old. It was the most awesome thing I have ever seen up to that point on my life), and the worth of that toy has only increased over the years.

Some fans, including myself, were worried that with the advent of the live action movies, Optimus Prime would end up diluted as a character, or be made more complex. Thankfully these fears proved to be wrong, and he turned out to be every bit the Cybertronian icon we all respected and loved as kids. A fantastic example of a current Optimus Prime toy is the Transformers Revenge of the Fallen Leader Class Optimus Prime Toy.

Optimus Prime is someone we can all look up to (literally, judging by the movies!), and earned his place in popular culture by simply being the perfect good guy.

From the Manufacturer
With the destruction of MEGATRON, OPTIMUS PRIME thought that he was finally, after millions of years, at peace. Little did he know that the escape of STARSCREAM would draw dozens of new DECEPTICONS to Earth. The desire that burns brightest in his Spark is that the war will soon end. He is determined to see that end come, and so he works with his human comrades and the other AUTOBOTS to hunt the DECEPTICONS that have come to Earth, and destroy them, one by one. (more...)

Hi there, welcome to our Transformers blog! Here we are taking a look at the classic Transformers toys as well as the very latest releases based on the movies, the games and the new animated series. Transformers are a genuine pop culture icon that stretches back to the late 1970s and their previous incarnation as Japanese toys. Once they were repainted and rebranded, they took over the international toy scene for much of the 1980s, helped along by a classic animated series and an animated movie.

That seems so long ago now! Here we are with live action Transformers movies, a massive range of Transformers merchandise and lots more to come! What has been the secret of the Transformers' lasting appeal? That is something we'll be looking at right here as well as bringing you news and reviews of all of the latest Transformers products, the next movie, the comics and more!

Transformers toys have proved over and again that there is a massive audience for things that are more than meets the eye. Are you ready to find out more? Roll out!!!