Think about leading toy companies in the world, and several names came to mind: Of course there is the LEGO Group, then Mattel, Hasbro and after this, we are moving away from established licenced brands, and moving on to less significant players in the game.

When rumors of Optimus Prime surfaced back in January 2022, people were quick to shut it down, with a combination of ‘I really want this!’ and ‘But it’s a Hasbro Brand…they will never collaborate with the LEGO Group.’ 

Transformers sprang to prominence back in the 1980’s as a Saturday Morning Cartoon determined to sell toys: and what toys – everyday vehicles would transform into giant robots – as the Autobots took on the Decepticons in new adventures every week. And it is the first generation version of Optimus Prime – Leader of the Autobots – that is being announced today, for release in June 2022 – Set 10302 has 1508 elements, and will be priced at $AUD 259.99 or 169,99 USD/EUR. It will be a LEGO Branded exclusive initially, with a wider distribution later in the year – probably in time for Fathers’ Day in Australia!

Read on for more images, and the official press release.