I see this series two ways . 1.They are in a way cool looking ,and FUN plus EASY for younger kids to play with there favorite heroes .At least they have known characters , unlike the Playscool Go-Bots of 2004 . 2.I hate to say this but i have always believe that TRANSFORMERS

as a series may be a bit intense for people under 8 .Note the movies are PG-13 ,all shows Y-7 ,and all the comics very mature . Back in the day it seemed that Hasbro knew its audience .But now it seems that they are selling violence to young kids in "CUTE HARMLESS PACKAGES " to GET THERE MONEY SOONER .In the same way BIG TOBACCO had candy companies make CANDY CIGARETTE . They will never make a Decepticon

in this line cause they know that parents won't buy it ,and most kids to YOUNG to understand the series think "the bad guys are yucky

" Again though as a fan of toys i do think at least the BOTS of the series are cool .Sorry about the rant someone had to say it .I don't think Hasbro is evil or anything ,i think they are just not thinking any more ,this could very well ruin the brand .How many 12 year olds are gonna want to buy a TF ,when there "BABY BRO " have one of these ,in time they will find what they think have the "COOL EDGE " that TF use to have before the sell out to parents .