Back in 1990, we got the Action Masters. They didn't transform, fans hated them, and they effectively put the final nail in the coffin of an already struggling toyline. Role-play accessories, while existing during G1, didn't really pick up until the Armada swords, which were followed by the Energon Megatron sword and the Optimus Prime blaster. Came the 2007 movie line, and Hasbro gave us the following: Cyber Stompin' Robots, arm blasters, Optimus Prime Voice Changer helmet, T.E.C.H., Beatmix Bumblebee, Unleashed statues and collector-oriented, non-transforming "Robot Replicas" action figures. That's a helluvalot of stuff that doesn't fit the "main" line of transforming, *ahem* converting toys. Animated sort of continued the trend, albeit on a smaller basis, with the Power Bots, more arm blasters (one of them never released) and "Shift Tech" handheld games. The ROTF beats its predecessor line with more arm blasters, a Bumblebee hemlet in addition to a re-release of the Prime one, more Robot Replicas, Gravity Bots, more Power Bots... and the RPM mini-vehicles as a Matchbox/Hot Wheels competition, and even remote-controlled vehicles, possibly so Hasbro wouldn't have to give the license to another company such as Radio Shack with their XMODS from the first movie. In addition, there's also more kid-friendly, while still transforming, line-ups of "main" fiction characters, such as the Fast Action Battlers (2007 Movie, ROTF) or the Activators (Animated), and even MORE kid-friendly stuff like the Cyber Slammers (2007 Movie), Bumper Battlers (Animated) or Battle Chargers (ROTF). And Ultimate Bumblebee (2007 Movie, ROTF) also aims at an unusual target audience with his focus on electronic gimmicks. Now, my question is: How big is the market for these things, really? Of course I can only speak for my local stores, but "main" toys such as Legends, Deluxes, Voyagers, Leaders etc. sell considerably well at least for ROTF, while the non-transforming stuff like Power Bots or role-play accessories pretty much shelfwarm. Does Hasbro really expect people to be interested in these things, or is this mainly a "prestige" thing, i.e. releasing these products just to fill a niche, and in order to prevent giving the license to another company which will then make a surprisingly large profit, of which Hasbro will only get a fracture? Also, does the huge glut of non-transforming Transformers toys dilute the point of the line, and lead to customer confusion? I've noticed quite a few parents desperately looking around the packaging to find out whether the toy transforms or not. A small note "product does not convert", especially when the product is sold in a country where English is not the first language, certainly doesn't suffice. The Unleashed statues were certainly a failure, considering the last two were never even released in the USA. Thoughts?