Hasbro’s latest Optimus Prime ‘Icons’ action figure is awesome — but overpriced
Last updated: 26 March 2026
Hasbro has done it again. The legendary toy maker, and owner of the Transformers franchise, is set to drop another action figure for the 40th anniversary of the classic 1986 movie. It’s amazing, it’s incredible, it’s $46.99 USD, £39.99 GBP—it’s…wait, hang on a moment, what did you say?
Average Quality, Premium Prices
While its design makes for a decent display piece, the pricing strategy here is one of bewildering fan sabotage. Will fans buy it? Yes. Is that fair? No. Hasbro’s entire existence hinges on the loyalty of its fans, but when disloyal retail prices like this emerge, you have to wonder if they really do care about them.
As a long-time buyer of several Hasbro lines, I, like many others, am starting to think again. Not only is their latest Optimus Prime figure a heavy consideration, but so are several of their other lines. Take, for instance, their latest combiner set, Age of the Primes Decepticon Monstructor, which is packaged like a convenience store knock-off at a humble $89.99 USD, £81.99 GBP.
There is no way in Cybertron fans will expect to be taken advantage of for much longer in this way. Even the packaging is as budget as they come, not to mention regular and almost guaranteed low-quality control (I’ve experienced this several times) thanks to missing paint, chipped and dented items fresh out the box.
While their Icons Optimus Prime is great-looking online — its breakable, bad-quality finish is not worth picking up at all.
‘Icons Optimus Prime’ Specifications
- Size: 6.75 inches (17 cm)
- Class: Voyager Class action figure
- Transforms into an Autobot logo in 25 steps.
- Accessories: Blaster and display stand (included).
- Price: Approximately $46.99 USD (UK price: 39.99).
- Release Date: September 1, 2026
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