I was at Target today and spied these in the sporting goods area. I don't know if they've been spotted before, but thought I'd share these pics I snapped from my cellphone. The fishing rod kit sells for $11.99, while the tackle box retails for $7.99. The reel, painted silver; has a red Autobot logo on it, while the handle has an image of Optimus on it. The tackle box is black and red, with both the Transformers logo, with pictures of Optimus Prime.