This news doesn't surprise me.
It goes along with my warnings of how a Optimus/BB fetish will affect your bottom line, and how putting crap on shelves isn't a small faux pas. Or, to put it more succinctly, if you don't keep your eye on the ball (closely)...
But let's be honest here: we are 1 TF movie away from Hasbro regaining #2. Cause seriously, their profits JUMP on movie years - the bigger issue to discuss is what the F*CK Hasbro is doing with the TF brand during NON-MOVIE YEARS!
I've said before and I'll say it again: relying on movies to sell your products is a terrible plan. Hasbro is one big movie flop away from seeing some dire financial consequences for this foolhardy strategy. As many analysts have said, the TF movie franchise WILL COOL OFF. And when it does, let's face it: Hasbro does NOT have a good strategy to handle the brand.
But hey, they could always bribe Bay to do a 5th movie, right guys?! RIGHT?!?!