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When I first saw these toys popping up on the board, I thought they were ok, but wasn't really interested, but the more I look at them, the more I love the art style. Somehow they managed to make it look retro scifi and modern scifi at the same time. Nothing like the rehashed g1 transformers. But actually original and unique fresh designs while still calling back to the original toy designs. And after watching some of the official stop motion commercials, its amazing to see just how many play features they have. Its clearly intended to be played with, not just a static shelf warmer. I couldn't even imagine having toys this cool back in the 80's or even 90's. A lot of the sets give me more megazord and gundam vibes rather than transformers. But maybe that's just me.
And then there's the other faction, not sure what its called, but its clearly a different faction with the more organic looking designs, but the first thing I thought of when I saw the black and purple one was the RID megatron / galvatron that had like 10 alt modes.