It’s bitter cold and I am standing outside, waiting to get into a building as the wind nips at my face. But, it’s ok because parked to my left is OPTIMUS PRIME! So, It must be time for Toy Fair.

And, indeed it is that time of year again. So, welcome to Figures and More’s coverage of the 2011 American International Toy Fair. For the next few days, we will be bringing you the best upcoming products from all of your favorite toy companies. As it has for the last four years, our coverage begins with Hasbro. The Hasbro coverage will be divided into 5 parts: Transformers, Marvel, Star Wars, G.I. Joe and Board Games.

Our coverage begins with Transformers.

Transformers

The iconic TRANSFORMERS brand from Hasbro, Inc., which has become one of the most successful entertainment franchises of the 21^st century, reaches new heights in 2011 when the heroic AUTOBOTS and the villainous DECEPTICONS once again invade movie theaters around the world to continue their epic battle. The new Paramount Pictures live-action movie from director Michael Bay, and executive producer Steven Spielberg, TRANSFORMERS: DARK OF THE MOON picks up from the last movie with the DECEPTICONS vowing to avenge their defeat and ultimately results in mysterious ties to the 1960’s space race between the US and USSR.  The movie — which will be the first-ever TRANSFORMERS film in 3D — opens worldwide on July 1, 2011.

The TRANSFORMERS brand has delivered “MORE THAN MEETS THE EYE” fun to legions of kids around the world for more than 25 years with action figures that convert from robot to vehicle and back again.  As one of the hottest global entertainment properties, the TRANSFORMERS brand launches a deep and innovative product line in 2011 that captures the excitement of the movie while introducing new play patterns and experiences to the brand for kids and fans alike. Highlights in 2011 include the new MECHTECH and CYBERVERSE action figure segments and SPEED STARS STEALTH FORCE vehicles.  Continuing the innovation, the TRANSFORMERS brand is excited to announce the new CINE-MASK 3D role-play masks.  These TRANSFORMERS character masks feature built in RealD 3D lenses and can be worn to RealD 3D theater showings or fans can enjoy as a role play item at home to recreate the TRANSFORMERS fantasy.

Here are the details on this year’s segments.

Transformers: Dark of the Moon

– Kre-o: Hasbro enters the Construction Toy arena with their newest line: Kre-o. The line will debut with Transformers. These will be 2 in 1 Construction Toys, which will allow for the building of a Vehicle mode and a Robot Mode. There will be 3 Sets in 2011: Bumblebee, Starscream and Optimus Prime. NOTE: Kre-o product was shown in a closed room with no photography allowed.

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– Rescue Bots: This is a new Pre-School Transformers line which will center around four new characters: Blades, who is a helicopter, Chase, who is a police car, Heatwave, who is a fire truck and Boulder, who is a bulldozer. The line will also include Bumblebee and Optimus Prime. The transformations are designed to encourage young children to develop their dexterity, with each vehicle requiring a different action to effect the transformation.

NOTE: Activision and High Moon Studios were also there to announce the tie-in Movie Video Game, but no images or information are yet available. We will bring you more information as we receive it.

The main Transformers: Dark of the Moon line will launch on May 16, 2011. The line has three main divisions: Mechtech, Cyberverse and Robo Power. Here are the details on each segment.

TRANSFORMERS MECHTECH Action Figures

One of the most innovative toy lines in history introduces the next revolution in TRANSFORMERS action figures with the new MECHTECH line. Each TRANSFORMERS MECHTECH figure comes with a unique converting MECHTECH weapon that is interchangeable with all other core TRANSFORMERS MECHTECH figures.  MECHTECH weapons can connect to each other or to TRANSFORMERS MECHTECH figures to “power-up” the figure.  The Line will have the same scales as the previous lines: Deluxe, Voyager and Leader. The TRANSFORMERS MECHTECH DELUXE figures are the smallest scale of the series and offer a wide breadth of AUTOBOT and DECEPTICON characters. Figures in Wave 1 of the Deluxe scale will include: Bumblebee, Ratchet, Starscream, Roadbuster, Crankcase and Skids. Wave 2 will include Autobot Topspin and other characters to be named later. The figures in the TRANSFORMERS MECHTECH TRANSFORMERS VOYAGER CLASS scale convert from robot to vehicle and offer a unique MECHTECH weapon. The Voyager Scale Wave 1 will include: Ironhide, Megatron and Optimus Prime. Wave 2 will consist of Shockwave and characters to be named later. Wave 1 of the Leader Scale will include Sentinel Prime and Bumblebee.

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Finally, in the MECHTECH line, the most popular Transformers character will receive a stand-alone figure that promises to finally showcase the full potential of what Hasbro can do in the movie line with Optimus Prime. He has the trailer! It looks awesome. It hits shelves in August Here are the details.

TRANSFORMERS MECHTECH ULTIMATE OPTIMUS PRIME Action Figure

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 the new TRANSFORMERS MECHTECH ULTIMATE OPTIMUS PRIME action 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.  3 AA batteries included.

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That finishes the MECHTECH segment of the Movie line. Now, we move on to an intriguing new segment.

TRANSFORMERS CYBERVERSE Line

Collectability has been an inherent part of TRANSFORMERS action figures since their inception over twenty five years ago.  The new TRANSFORMERS CYBERVERSE line of action figures is created in a collectable, small scale and features easier robot-to-vehicle conversion than its larger counterparts in the MECHTECH line.  The easier conversion and smaller scale allows kids to change the toys from robot to vehicle and play out the TRANSFORMERS fantasy!  The new CYBERVERSE line features action figures as well as playsets, including the CYBERVERSE ARK PLAYSET, a TRANSFORMERS spaceship that converts to a battle station.

TRANSFORMERS CYBERVERSE COMMANDER CLASS and LEGION CLASS Action Figure Assortments The TRANSFORMERS CYBERVERSE line of action figures are created in fun, small collectible scales, feature popular characters from the TRANSFORMERS universe and are easy to convert from robot to vehicle!  To play out the battle of the AUTOBOTS vs. the DECEPTICONS, the TRANSFORMERS CYBERVERSE COMMANDER CLASS figures come with converting accessories and gear to take the battle to the next level.  The TRANSFORMERS CYBERVERSE LEGION CLASS figures sport c-clamp hands that can hold weapons and interact with CYBERVERSE playsets.  More than 20 figures exist within the line to collect. Each figure sold separately.

This is an astonishing new range. These are 4” Transformers figures, with all the detail of the larger scale figures. The look great and should inspire a huge wave of collector interest. They will be making all of the most popular characters, including Bumblebee, Starscream, Megatron and, of course, Optimus Prime, who will come with his trailer. The figures feature simplistic transformations, but the detail is amazing for the scale.

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TRANSFORMERS CYBERVERSE AUTOBOT ARK Space Craft No AUTOBOT intergalactic expedition would be complete without the TRANSFORMERS CYBERVERSE AUTOBOT ARK space craft!  “Rocketing through space” to take out the menacing DECEPTICONS, the AUTOBOT ship has the ability to change into Battle Station Mode revealing multiple play areas for CYBERVERSE action figures. This playset features electronic lights and sounds, as well as the ability to launch projectiles. There’s also a holding cell for captured DECEPTICONS!   It includes one Autobot Roller figure. Additional figures sold separately. 2 AA batteries required.

This is the first time in any Transformers line that the Autobot’s legendary ship, the Ark, has been produced. That alone should make this a must-have product for Transformers collectors.

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That finishes the Cyberverse segment. Now, onto the final segment of the Movie line.

TRANSFORMERS ROBOPOWER Line

Featuring TRANSFORMERS role-play items as well as action figures and other toys for the younger TRANSFORMERS fan, the new ROBOPOWER line offers the opportunity for kids, and kids at heart, to “live out” the broad TRANSFORMERS fantasy.

TRANSFORMERS ROBOPOWER ACTIVATORS Assortment

With just a simple push of a button, a child’s favorite TRANSFORMERS character can change from robot to vehicle mode.  TRANSFORMERS ROBO POWER ACTIVATORS assortment is a great entry point for younger fans into the world of the TRANSFORMERS brand.

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There will also be two role-play items: The Optimus Prime Blaster and the Energon Shock Sword.

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Finally, rounding out the role-play items, Hasbro has signed a deal with RealD to create a couple of very unique items.

TRANSFORMERS CINE-MASK 3D Masks
(Approximate retail price: $9.99: Ages: 5 & up; Available: 5/16/2011)
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!

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Finally, in the Movie line, we have a line of vehicle mode figures that do not transform.

TRANSFORMERS SPEED STARS STEALTH FORCE Vehicles

In the heat of the ongoing epic battle between the AUTOBOTS and DECEPTICONS, both the heroes and villains often need to remain “Hidden in Plain Sight” while in vehicle mode. With the new STEALTH FORCE feature, TRANSFORMERS characters battle in vehicle mode with hidden weapon reveals!  The line of SPEED STARS STEALTH FORCE vehicles highlights this element of the TRANSFORMERS fantasy with automatic or simple conversions from traditional vehicle mode to a vehicle battle mode featuring “pop-out” weapons for high-speed battles.

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Transformers: Prime

Hasbro will be producing a line of figures based in the animated style of the series. Figures shown include Bumblebee, Arcee, and Starscream. Optimus Prime and Megatron will be released in a special pack that will also include the three human lead characters and a DVD of an episode of the show.

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That does it for this year’s Transformers product slate. Our Hasbro Coverage continues with Marvel.

Here are the images from Hasbro’s Transformers showroom.

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Thanks to Joe Moscone at Hunter Public Relations for his assistance with this report. The showroom photos were taken by Andrew Orrino