Hasbro’s new $700 Optimus Prime toy can finally transform all on its own

Transformers are some of the most iconic toys around — an action figure and a car! All in one! A true bargain! But as modern Transformers toys have gotten more complex, they have also become an absolutely huge pain to actually transform from car to robot and back again, often requiring multiple shame-filled trips back to the trashcan where you threw it in a fit of hubris.

Hasbro is finally fixing that problem. Not by making the toys simpler, but by making them a lot more complicated and expensive in the form of its new $700 Optimus Prime Auto-Converting Programmable Advanced Robot, which thanks to the power of real robotics technology (in the form of 27 servo motors and a mobile app) can actually transform all by itself.

The new Transformer is almost breathtaking in its complexity: Hasbro says that the 19-inch figure features roughly 5,000 components, 27 patented servo motors, and 60 connected microchips in order to pull off the automated transforming feature. In addition to a mobile app, the new Optimus Prime toy also features voice commands that allow owners to control the transforming action or drive around the vehicle form by shouting things like “roll out” or “convert.”

Image: Hasbro

The downside of owning the first Transformer that can actually, y’know, transform on its own is the eye-watering price — for $700, the new Optimus Prime toy had better be able to fight off actual Decepticons to save the Earth.

The new model is being built in partnership with Robosen Robotics, which, as noted by Polygon, has been making suspiciously Transformer-looking motorized robots for years. The new collaboration with Hasbro, though, gives Robosen the chance to bring its skills to an official Transformer product instead of a look-alike.

The Optimus Prime Auto-Converting Programmable Advanced Robot is available to preorder now from the Hasbro Pulse website for $699.99. Orders are expected to ship on August 2nd.


But what about the "CHO CHO CHA-CHONK" noise


In the video it sounds like they included it! :drool:

and what about the metal?

Is it really a "toy" or is it really a harbinger of our impending robotic-overlord-future?

Just wait till these toys start riding Boston Dynamics Spots into battle.

Worth it.

Our Small Soldiers future is upon us.

Paging Vinny Caravella.

What about Vinny? Has he pined for this for a while?

I thought he was happy with his Gundams.

Toys in the future will be awesome. Also getting swarmed by tiny Optimus Prime’s seems like a cool way to go if you are going to be murdered by our robot overlords.

My wife is going to kill me…

Sold out.

But can you change the battery down the line…UNLIKE my fun Sphero BB-8


"autobots, change into something else!"

Supposedly it’s because of hasbro, they don’t want the word transforming to become a generic term, so that all toylines can use the word transformers/transforming

I don’t understand your logic. Whether Hasbro uses or doesn’t use the word "transform", that won’t change whether other people use that phrase. That verb is distinctly associated with the Transformers brand and no one will buy a fake just because it uses that word.

It’s completely dumb on an officially licensed Transformers product to have "convert" be the trigger word for transforming. Did you watch the video with Kevin Smith? The guy yells, "convert!" and both of them act as if "transform!" doesn’t exist.

"Autobots, convert and roll out!"

Instead of dismissing other people without doing any research why didn’t you look into why Hasbro did this? You cannot trademark an action/verb so legally if they used "transform" to refer to the conversion process between truck and robot then they would invalidate their Transformers trademark because others could argue that the name is just referring to the verb and is not an actual trademark. Like you can’t trademark a game called "kicking" if it involves kicking something because you can’t trademark a generic action. Because of this Hasbro has made the verb for what the toys do "convert" even though it sounds idiotic.
See: https://tfwiki.net/wiki/Trademark#Genericized_trademarks

Their previous robot which wasn’t a Transformer worked with the "transform" in command.

That makes it seem even more likely that the change was at Hasbro’s behest them.

Is this why we have a chip shortage? /s

That really is a reasonable price. Robotics aren’t cheap. After watching a review I guessed $900.

View All Comments
Back to top ↑