It is no secret that Hasbro has gone head-to-head with LEGO over the years with their own lines of brick based builder toys. One of the first was the 2003 - 2005 Built to Rule (BTR) series from that reimagined the Transformers characters from the then current Armada and Energon lines before being cancelled due to slow sales.
Today we are looking at one of the most coveted Optimus Prime brick builder sets, the 2004 Transformers Built To Rule Energon Optimus Prime #7070. The 137 pieces reproduction of the leader class figure never formally made it to retail. A limited number of these sets were released to a test market in Cincinnati, Ohio in 2004 before the line was cancelled in 2005. BTR was a neat idea in theory, but fans didn't connect with the limited mobility in the clunky brick construction designs.
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