now that animated are just about getting on the shelves (and its still frustrating for many that they are not out properly, you know stacks of them including the activators, leaders etc) I wonder how well they stand out on the shelves to the general punters (kids and adults buying for kids). Ive always found the overall look of the movie packaging and toys on shelf to be rather lacklustre, the FAB toys are better with brighter colours and simpler design on the box. Anyway one thing that struck me was how indistinct the movie toys have become, im not a massive fan but when i see the allspark figures on shelf im never quite sure who is what, theres very little character to it all. Animated seems to have far more noticable distinction between who is who, if you see what i mean. Kids seeing animated on shelf will know exactly who they are seeing (assuming they watch the cartoon) so they see bulkhead and black arachnia, they recognise the immediately (the simple packaging with a big cartoon image of the character helps too) the movie toys may be more confusing, so whos the red car? salvage/swindle? who are they? whos incinerator, whos meantime? premium jazz? you already got a jazz! anyway my point is i wonder if the instant familiarity of characters will help attract the punters that animated was designed for?? its one thing being a fanboy/girl and knowing the movie toys inside and out but for those not wanting to put in the effort its aall rather confusing.