TransformersHasbro unveiled its new TRANSFORMERS: AGE OF EXTINCTION toy line Saturday at The American International Toy Fair in New York, marking the biggest reinvention of the TRANSFORMERS toys in the brand’s 30-year history. Inspired by the new movie TRANSFORMERS: AGE OF EXTINCTION (in theaters this June from Paramount Pictures and “director” Michael Bay) the new TRANSFORMERS: AGE OF EXTINCTION line has been re-imagined to excite and engage a new generation of kids.

Kids can convert robots to vehicles — or, in the case of the somewhat controversial new DINOBOT characters, robots to dinos — in as little as one step with new fun actions, including flip-to-change and smash-to-change. Some long-time Transformers collectors are not happy with what they see as a “dumbing down” of the core concept of the toy.

The Movie Toys will begin showing up in May. Let’s hear what Hasbro has to say about them…

Hero-Mashers Bumblebee

Hero-Mashers Bumblebee

“The new TRANSFORMERS: AGE OF EXTINCTION line is all about capturing the magic of the TRANSFORMERS characters for kids,” said Eric Nyman, Senior Vice President of Global Marketing, Hasbro. “The new ONE-STEP CHANGERS, POWER BATTLERS and FLIP & CHANGE figures, along with spotlight toys like MEGA ONE-STEP BUMBLEBEE and STOMP ‘N CHOMP GRIMLOCK, make converting the characters from robot to vehicle as simple and as magical as it looks onscreen. With the new TRANSFORMERS: AGE OF EXTINCTION line and new lifestyle and digital programs, it’s easier than ever for kids to get into the TRANSFORMERS action.”

Inspired by the new film, Hasbro’s TRANSFORMERS: AGE OF EXTINCTION line for 2014 features eagerly awaited new characters like GRIMLOCK and the DINOBOTS, and innovative new play patterns—including one-step changers and flip-to-change action—designed to make the TRANSFORMERS line more fun and intuitive for kids. The new evolution of the classic play pattern makes the robot-to-vehicle conversions feel like magic, letting kids experience the excitement and fast-paced action of the films through action figure play.

TRANSFORMERS: AGE OF EXTINCTION, hitting theaters in the U.S. on June 27th of this year, marks the fourth big-screen TRANSFORMERS film from director Michael Bay and Paramount Pictures. The new film introduces a new cast of human characters, including Mark Wahlberg as Cade Yeager, and unites a cast of new and returning TRANSFORMERS robot characters, including eagerly awaited new additions like AUTOBOT DRIFT, CROSSHAIRS, as well as GRIMLOCK and the DINOBOTS and classic characters like OPTIMUS PRIME and BUMBLEBEE!

In 2014, more than 200 top-tier licensees around the world in a variety of lifestyle, digital and publishing categories will bring TRANSFORMERS branded products to life, including FAB for backpacks, multiple apparel licensees, Activision for console games and IDW Publishing for comics and graphic novels. In addition, Hasbro has entered into a licensing relationship with Innovation First to create TRANSFORMERS HEXBUG WARRIORS and HEXBUG NANO product lines, and with Tech4Kids to create a variety of TRANSFORMERS-themed active and outdoor toys.

Transformers fans over 13 years of age can get the latest updates on the entire TRANSFORMERS brand, including toys and entertainment, at the Official TRANSFORMERS Facebook page. Later this week we will cover Hasbro’s Kre-O construction line, which includes more Transformers toys.