New York's annual American International Toy Fair this week is truly “More than Meets the Eye� with the first official look at some of the exciting products based on the live-action TRANSFORMERS feature film in theaters July 4, 2007. You can get a jump on the action when the world of TRANSFORMERS movie-based items hit retail stores on June 2, 2007 with additional items hitting in the Fall of 2007.

MOVIE LEADER OPTIMUS PRIME

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As featured on the cover of ToyFare 116, OPTIMUS PRIME appears in highly detailed robot and Semi tractor mode. Each mode realistically depicts OPTIMUS PRIME as he appears in the film.

In 2007, select figures across Leader, Voyager and Deluxe class feature AUTOMORPH TECHNOLOGY that enhances the vehicle to robot conversion of both AUTOBOT and DECEPTICON warriors. Moving one part of the robot or vehicle causes other parts to move, making armor plates and weapons shift automatically. Movie Leader OPTIMUS PRIME also features ADVANCED AUTOMORPH—an automatic conversion that triggers both lights and sounds.

Consumers of all ages can try out the electronic lights and sounds in Leader Class figures on-shelf with a special “Try-Me� window. The package also includes the following details about the struggle between the AUTOBOTS and the DECEPTICONS:

For thousands of years, OPTIMUS PRIME and his AUTOBOTS have traveled through space in search of the AllSpark. For all that time, the AUTOBOT leader has held one goal in mind – to protect the universe from the evil of MEGATRON. For this massive, metal warrior, nothing is more important than freedom; he will sacrifice all for its preservation. He has fought for centuries, modifying his body into an unstoppable war machine, preparing for that day he knows is coming when he and MEGATRON meet for one final battle!

Movie Leader OPTIMUS PRIME will be at retailers near you beginning June, 2, 2007 for a suggested retail price of $39.99; Ages 5 & up.

OPTIMUS PRIME VOICE CHANGER HELMET

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For the first time fans of all ages can “become� the heroic and noble leader of the AUTOBOTS. This authentically detailed helmet features three modes: a VOICE CHANGER: make your voice sound like a robot, BATTLE PHRASES: OPTIMUS PRIME speaks key phrases and CONVERSION SOUNDS: press a button to hear OPTIMUS Prime change from truck to robot and back again. The OPTIMUS PRIME VOICE CHANGER HELMET will be available beginning June 2, 2007 for the suggested retail price of $29.99; Ages 5 & up.

OPTIMUS PRIME BATTLE RIG BLASTER

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The OPTIMUS PRIME BATTLE RIG BLASTER brings role play into the world of “More than Meets the Eye.� Play with it as a free-wheeling truck, but when it’s time to battle just slip your hand into the back, and one-pull-conversion surprises the DECEPTICONS with OPTIMUS PRIME’s hand and blaster that fires foam darts. The OPTIMUS PRIME BATTLE RIG BLASTER will be available beginning June 2, 2007 for the suggested retail price of $29.99; Ages 5 & up. Keep on the lookout for the STARSCREAM BARREL ROLL BLASTER which is soon to follow this summer!

ULTIMATE BUMBLEBEE

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This fall, Earth’s first line of defense against the DECEPTICONS is here! The ULTIMATE BUMBLEBEE is the most realistic TRANSFORMERS toy ever with amazing detail and special animatronic features that bring the toy to “life.�

In car mode, BUMBLEBEE is an approximately 1/14 scale CAMARO concept with realistic car features. By rolling the vehicle you activate headlights and revving engine sounds. Stopping activates taillights and screeching brakes or crashing sounds

After you manually convert the car to robot mode, BUMBLEBEE stands an impressive 14� tall. With the touch of a button, robotic BUMBLEBEE comes to “life� with speech, music – featuring DEVO’s “Whip It�, battle and conversion sounds and fully animated head, arms and wings. BUMBLEBEE’s sound detection capabilities enable him to respond to noise, and he can also automatically aim and fire a missile.

Look the ULTIMATE BUMBLEBEE at retail this Fall for the suggested retail price of $89.99; Ages 5 & up.

To learn more about additional TRANSORMERS movie product not pictured here, be sure to read the official News release.