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Lego has historically given licensing deals for merchandising. For example, remember the Bionicle Nikes.
The question is, which toy company will get the Bionicle license? Considering Lego used the Transformers license to make an Optimus Prime, maybe Hasbro has some advice for Lego on this question. This might narrow things down to Hasbro or one of the other toy companies either had, or currently has the Transfomers license (e.g. ThreeZero, Flame Toys, Super7).