For Transformers: Age of Extinction, Optimus Prime initially transforms into a rusty 1973 Marmon semi cab-over truck and later on a new alternate mode in a blue and red Western Star 5700 Custom semi-truck.[31][32] After humanity turns on all Transformers, regardless of faction, Optimus and the other Autobots go into hiding. Eventually, they find themselves being hunted by a rogue organization called Cemetery Wind. Optimus is severely injured in a trap set by the group, while many of the other Autobots, including Ratchet and Leadfoot, are slain. An inventor, Cade Yeager, comes to Prime's aid and helps restore his health. After uniting with a small band of Autobots, Optimus faces Lockdown, a ruthless bounty hunter allied with the humans, and KSI, an organization that produces man-made Transformers. Optimus is captured by Lockdown, but the Autobots rescue him. Optimus is quickly losing faith in humanity, but at the urging of Cade, chooses to stay and fight a resurrected Megatron and his new army. Prime awakens the ancient Dinobots, and rides a newly tamed Grimlock into battle through Hong Kong. He kills Lockdown and Harold Attinger at the film's climax as revenge for killing many of his friends, including Ratchet and Leadfoot. At the end of the film, he leaves Earth and flies off into deep space, seeking to find out the truth about his mysterious Creators.[33][34]

Bumblebee had many adventures in his bizarre humanoid form. He wound up in the heart of Cybertron to find the resting place of the creator/god of all Transformers, Primus, and learn of their origin as a race. Later, he went on a quest to find the all-powerful Creation Matrix, also known as the Autobot Matrix of Leadership, but stumbled upon the Cybertronian Decepticon commander, Thunderwing, who blasted away Bumblebee’s Pretender shell.

On the rocky plains where practically every Transformer battle ever seems to happen, Prime arrived in his Powermaster body to back up three of his troops against Dreadwind and Darkwing. He combined with Hi-Q and transformed, attacking with his trailer's battle station mode. Optimus then combined with the trailer to become a "Super Powermaster" and continue the attack. Who won? Find out in Marvel Comics! Powermasters commercial
A Japanese TV Magazine exclusive, this release of the Super-Con class Prime toy has almost all of his parts cast in translucent coloured plastics—hence the 'crystal' moniker—representing the character's disembodied spark after his destruction in the Armada cartoon episode "Crisis" and resurrection in "Miracle". What that means for poor Over-Run (or "Surge" in Japan), also cast in translucent plastic, we couldn't say! Available via mail-order, only 5000 pieces were distributed in October of 2003.
G1 Convoy comes with two sets of fists, each pair featuring differently-shaped fist holes: one pair with square holes to hold the figure's "Convoy Gun" (as his ion blaster is called), and the other with round 3mm-compatible holes to hold the spring-loaded translucent blue missile launcher (a generic accessory also available with Robotmasters Beast Megatron and Beast Convoy). The fists are swapped out by simply popping them out of the wrist-hinge that holds them in place; the figure also includes an energon-axe that can be inserted into the wrist instead of a fist.
After the successful Armada toy line, Hasbro/Takara introduced Transformers: Energon. The accompanying television series program was a direct continuation of the events of Transformers: Armada and featured many of the same characters in new forms. This was reflected in the toy line, as characters such as Hot Shot, Jetfire, Optimus Prime and Megatron were all released with entirely new molds.

Through the years, there have been many action figures made in the likeness of the original incarnation of Optimus Prime, some of which have been featured in fiction, others of which have not. Additionally, some toy makers have made unlicensed toys in his image or accessories for the existing toys. The original 1984 Optimus Prime toy was part of Takara's 1983 Diaclone toy line named "Battle Convoy". It was designed by the creative design team of Hiroyuki Obara, Shoji Kawamori, famous for his work in Macross, and Kohjin Ohno.[23] The toy's characteristics, such as the head design and the use of the cab front as the upper torso, have become design elements in nearly every incarnation and variant of Optimus Prime. This particular toy has been reissued multiple times, mostly to commemorate the anniversary of the Transformers franchise. Optimus Prime was also released as an Action Master and Powermaster toy in the original Transformers toy line.
In shock over the news, Optimus could do little more than scream in agony as Megatron and Starscream made their escape. After regaining his senses, the Autobot leader resumed contact with Ratchet, relaying the order that all Autobots were to return to base. There, Optimus tried his best to calm his panicking subordinates. Though he assured them that power reserves would allow their civilization to continue functioning for some time, they remained jittery. Optimus then declared that he would spearhead a counter-invasion of the Underground. Still, the Autobots remained uncertain, with Brawn pointing out that the Underground was not only vast and dangerous, but mostly unmapped as well. Taking full responsibility for SARA's abduction onto himself, Optimus suggested that he venture to the Underground alone and track SARA's energy signature. Hot Rodimus, however, was unwilling to allow his leader to take such a dangerous course of action, and volunteered to join him. The rest of the Autobots, finding their courage at last, followed suit. Moved by their devotion, Optimus accepted. He also thanked Hot Rodimus for calling out his foolishness, as Optimus now recognized that he would have made an even greater mistake by diving headlong into a doomed venture. Brawn approached Optimus next, insisting he join the group. Optimus at first refused, as Brawn had gotten badly injured during the invasion, but was convinced by the minibot's resolve. Once they were ready, Optimus issued the order to his Autobots... ROLL OUT! Resolve
Based on the Classics toy line, the Timelines 2007 story is set 15 years after the end of the Marvel Comics story (ignoring all events of the Marvel UK and Generation 2 comics). According to exclusive bio information in the Transformers Collectors' Club magazine #15, Hot Rod followed Optimus Prime back to Cybertron from the Planet Klo. Once back, Hot Rod took up racing, but after a while found it pointless. Optimus Prime assigned to help organize the millions of Cybertronian refugees who returned to their home world. Hot Rod chaired the Cybertron Grand Challenge race, a race which featyred combined Autobot/Decepticon teams. With his maturing Hot Rod changed his name to Rodimus and was chosen to return with Optimus Prime to Earth to stop Megatron. Optimus Prime returned to Earth commanding Bumblebee, Cliffjumper, Grimlock, Jetfire, Mirage and Rodimus. When the Cybertronians Skyfall and Landquake arrive on Earth unexpectedly, Megatron attempts to destroy them, but Optimus Prime and his Autobots are able to drive Megatron away. Rodimus is wounded on a mission with Optimus Prime, before being brought back to the Autobot base.

Billed on his packaging as "BIGGEST Optimus Prime Toy!", Ultimate Optimus Prime consists of an articulated tractor-trailer. The cab can transform into a "normal" Optimus Prime on its own, roughly equivalent to a Voyager in size and complexity, though with a lower degree of screen-accuracy than most large Optimus toys. Prime has 5mm fist holes, as well as additional 5mm ports on his front wheel wells and both sets of external fuel tanks. Four of these remain available in robot mode. The trailer has twelve more 5mm ports. Despite this, the toy comes with no weapons scaled such that the cab-only robot can usefully wield them.
I suspect that part of the problem with people’s perception of price is also due to changes in tastes as they grow up. A small child will be pleased with relatively small sets, since their lego collection and experience is likely to be almost non-existent. But as they get older, they will tire of the small sets and want ever bigger sets. For adults, most of the fun is in building rather than playing, meaning that size is everything. This means that over their lifetime, the price an individual person (or their parent) pays for lego sets does go up–because the composition of their purchases changes–even though the prices of lego sets over time does not.

As the Universe War began, Optimus Primal was shown a myriad of Transformers from across all timelines that he could choose to recruit into his Children of Primus in the battle against the Minions of Unicron. One such possibility was a Transformer who was either Thunder Clash or Optimus Prime, but, regardless, Primal chose Depth Charge and Rhinox instead. Homecoming
In the wake of this incident, the transformers managed to reclaim much of Cybertron. Mindful of the dangers of allowing humans like Cobra access Cybertronian technology, Prime sent Perceptor, Grimlock, Arcee, and Bumblebee on a mission to Earth. As it turned out, Prime's fears were well founded. The U.S. government had used parts from Megatron to create Serpent O.R., a cyborg designed to be a perfect weapon. A raid by Cobra allowed it to escape and gather an army of Decepticons on Cybertron, killing Bumblebee in the process. Despite the grief of losing Bumblebee, Prime continued on and rallied his comrades to do the same. Attacking the Autobot capital city, Serpentor's forces proved overwhelming, and Prime surrendered to ensure the Decepticons would cease fire and not kill another comrade. Realizing that Serpentor wanted the Autobot Matrix of Leadership, Prime broke free as Serpentor was distracted, but was unable to kill him. He was promptly attacked and nearly beaten to death by Razorclaw and Motormaster. He was subsequently forced to watch as Serpentor opened the Matrix. In doing so, Serpentor was not only reformatted into a transformer-like mechanoid, but was also shown the futility of the fighting by the Matrix. At this point, Cobra Commander was able to take control of Serpentor's body. In an attempt to stop him, Hawk opened the Matrix and was transformed into a great leader, rendering Cobra Commander comatose. As the Joes prepared to head home, Prime promised to record the Hawk-led humans' future.
A retool and repaint, including really shiny chrome, of Revenge of the Fallen Leader class Optimus Prime. In this version, his dark-blue is replaced with a more purplish color and his orange blades have become translucent with some silver. Also, his fuel tanks detach and combine to form his Ion Blaster and his mouth is now visible. Unfourtanetly, all that chrome makes it even harder for him to transform than the last prime. All of these new things make him even more accurate to the movie than his predecessor. Like the picture on the right says, Buster Optimus Prime was rereleased, this time with his mouthplate, in an exclusive set with a redecoed Jetfire.
Optimus was able to rally Autobot factions from across Cybertron to the cause and launch an all-out attack on Shockwave's fortress. He headed the assault himself, but broke rank when he saw the image of Shockwave blasting Ultra Magnus upon one of the many monitor screens planted around the Decepticon's headquarters. Optimus charged in to confront Shockwave, beating down all opposition along the way. Coming upon Shockwave's throne room, Prime was greeted by Ultra Magnus, who pointed him towards a secret passage through which Shockwave had absconded. Leaving his wounded brother to rest, Optimus barged into Shockwave's secret chambers, only to be overpowered and have the Matrix ripped from his chest. With it, Shockwave was finally able to activate Vector Sigma. Countdown to Extinction Stalling, Prime listened as Shockwave recounted the history of Cybertron, and eventually Ultra Magnus arrived, having recovered, to attack and defeat Shockwave. Prime and Grimlock helped him escape from the fortress as it crumbled to the ground. With Shockwave's defeat, the Autobots would now be able to start rebuilding Cybertron towards true peace... but Optimus remained troubled by Shockwave's motives; he recognized that Shockwave would not be urged to action by mere fancy. Optimus pondered what greater threat awaited Cybertron for Shockwave to so thoroughly plan for its arrival. Revelation The injuries Prime took in this conflict necessitated a prolonged restoration period in stasis. Both he and Ultra Magnus were tended to by Perceptor and Hoist as they recuperated. Generation 1 #0 Though Magnus recovered in due course, Optimus's systems had received a more severe shock due to the Matrix being forcefully removed from his frame. Thus, he needed additional time spent in recovery before he could reboot. Black Sunshine

This toy's design has directly and indirectly influenced numerous others over the years, including many future versions of Generation One Optimus Prime himself as well as new interpretations of the character for Armada, the live-action movie, and Transformers Animated. Redecos of those toys have in turn spread the toy's iconic look to several other characters and many of their subsequent toys: Ultra Magnus, Scourge, and the various Nemesis Primes. Additionally, a toy that was originally intended to be the original Optimus Prime was eventually retconned to be the new character Optimus Primal, bringing Prime's appearance over to that character (and eventually Primal Prime as well.) In Japan, this began a tradition of Beast Era Convoys emulating Prime's look, spawning still more toys that trace part of their lineage back to this one.
Part of the third wave of Prime Cyberverse Commander Class toys, Nightwatch Optimus Prime is a redeco of Series 2 Cyberverse Optimus Prime, using the faceplate-less head sculpt that is gang-molded with the original head. His blue plastic is now gray, his smokestacks and thighs are left unpainted, he loses the Autobot insignia on his right forearm/door, and he gains yellow paint highlights for his eyes and lights, along with various other minor deco differences. Instead of the original release's cannons, he now comes with a pair of swords, which each have a pair of 3mm posts for wielding/mounting.
Knight Armor Turbo Changer Optimus Prime is a Voyager-sized figure that transforms from truck to robot in just 2-steps: pulling his whole truck kibble to the front then fold down to complete the robot mode, although converting him back requires some few steps. His only articulation is the elbows, and he features 5mm compatible hands. He also features a "Knight Armor" gimmick, which consists of his mask popping out to his head with the press of the button on his chest. Take note that you need to flip back the mask manually before you turn him back into Truck Mode.
This military-colors redeco of the Auto Roller Dirtbag was planned for late Generation 2 and widely solicited alongside fellow redeco Sargent Hound, but never saw release. Transforming into an "earth mover" dump truck, he has an auto-transforming gimmick activated by rolling his rear wheels; roll forward to go to robot mode, and back to dump truck. A switch on his back end separates the gears of the gimmick, allowing him to roll freely in either mode. In vehicle mode, his missiles can peg onto the front end of the dump-bed for storage. In robot mode, he has a twin spring-loaded missile launcher in his right arm, and a clamping "stun gun" claw on the left.
A mold for a standard LEGO piece costs anywhere from $50,000 to $80,000; over its lifetime, it will spit out some sixty million bricks. The cost of making the mold, spread out over all those bricks, is essentially zero. But when designers concoct a specialized piece and LEGO manufactures just fifty thousand of them, the molding cost rises to as high as $1 per piece. Including just a few of these specialized pieces, as LEGO did with unrelenting frequency during the Plougmann era, can potentially kill a LEGO set’s profit potential.
Really great, well-researched article. I think you hit the nail on the head here – the fact that there are more expensive sets than ever before affects perception. Also, I’m pretty sure the presence of a baseplate (light but large) in the old sets made them seem bigger. I don’t like the lack of baseplates in new sets – it does make them seem smaller.
A perfect example of why I dislike modern Transformers more and more. I'm 22, and when I was younger Transformers were my favorite thing. I still have many of the ones I had back then. But nowadays I'll go to Target or Toys R Us (RIP) and see what Hasbro has been up to, and they're bragging about how this Transformer only takes 5 steps to transform!
After a period of effective leadership, which saw the activation of several new Transformers including the Aerialbots, who Prime infused with life using the Matrix, Prime engaged Megatron in a video game duel for possession of a super fuel. Prime was victorious, but Megatron implemented a cheat code that killed Prime later. Autobot surgeon Ratchet's subsequent efforts to restore him were unsuccessful, and his body was launched into space. The Autobots were unaware of the presence of the physical Matrix within the corpse. The funeral barge eventually crashed on a giant moon and, as it lay there for an untold time, the Matrix reached out to nearby living organisms, studying and recreating them.
"Garbage Truck" is a redeco of the same Optimus Prime toy in blue and white, a common coloration for Japanese garbage trucks that bears ends up bearing a coincidental resemblance to the Bot Shots Polar Assault Team Optimus. His stickers now picture his truck mode being loaded with garbage, his truck mode driving around, and the word "cleaning" in both English and Japanese.
In 2017, the Jazz action figure from the "Power of the Primes" line featured printed in Cybertronian alphabet "MAGA", an acronym for the phrase "Make America Great Again" most notably associated with Donald Trump and Alt-right. A spokesperson for Hasbro responded to io9 about the issue and stated that it was inserted onto the figure by one of their vendors and would address it with them.[4]
Optimus Prime also appears in the text-based fiction Dungeons & Dinobots. He commands the Autobots to attack the Arch-Ayr fuel dump. The attack is thwarted when the main Decepticon forces are augmented by the Mayhem Suppression Squad. When Wheeljack attacks both the Autobots and Decepticons with a massive force of drone Dinobots, Optimus offers to allow the outcast Autobot scientist to rejoin the Autobot ranks if the Dinobots destroy the Decepticons. The Dinobots prove unstable and go on a rampage, attacking everyone, including each other. Optimus punishes Wheeljack by having Ratchet painfully reformat him for Earth mode and assigning him to the Ark repair crew on the advice of Side Burn. He punishes Blurr for allowing his heroic Decepticon cousin, Crasher, part of the Mayhem Suppression Squad, to live. When Grimlock returns to the Autobots, Optimus lets him live because the Dinobot has gained useful intelligence and helps in work on the Ark.
TakaraTomy released another reissue based on the Encore version as part of their Chronicle line in 2011, lacking the original Generation 1 trailer. Instead, the Chronicle version was available in a two-pack with Dark of the Moon Deluxe Class Optimus Prime and a new trailer that could be used by both Optimuses, thanks to a retooled trailer hitch on the Generation 1 Optimus Prime figure.
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