Back in the summer, during Botcon, Hasbro mentioned they are were going to make a push to simplify transformation sequences. Hasbro CEO Brian Goldner discussed the new goal with the New York Times (via TFW2005) along with the first official look at the new line wide packaging for Transformers that isn't just for TF4 but all lines.

The left image is "Smash and Change" Optimus Prime which clearly is for younger kids since there really isn't any transformation involved but this isn't the same as the Leader (or Voyager) class figure leaked last week. The highlights from the article are below.

Enthralled by the special effects in three big-budget “Transformers” movies that enabled the robots to convert in a matter of seconds, Mr. Goldner decided the toys needed to return to their roots. So he challenged his design team to reconceive them. Now, on the 30th anniversary of the brand, Hasbro is revealing a new look for the toys, including simple maneuvers that will complete a transformation with the push of a button or flick of the wrist.

“Our retail partners, they are getting very excited,” said Joshua Lamb, the senior design director for the toy line. “This rethinking of the brand is setting the stage long-term.”

The toys are expected to land on retail shelves in May, a few weeks before the release of the movie. Hasbro says it will build on the promotion for the movie with a marketing campaign of its own that will include ads on television and in theaters as well as on digital platforms, like mobile and social media.

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