Hasbro Hits the Bullseye with Target-Exclusive Transformers Optimus Prime Delivery Truck

There is a long tradition of toymakers teaming up with retailers for toy trucks featuring corporate branding.

From large-scale metal trucks by the likes of Ertl, Nylint, and Buddy L featuring livery inspired by past retail giants like Marshall Field’s, Montgomery Ward, and Sears to 1:64-scale die-cast haulers bearing the names of Walmart, Toys “R” Us, and more, kids have been playing with toys based on where mom and dad shop for decades.

Now, Target and Hasbro have teamed up for the Transformers Generations Target Optimus Prime and Autobot Bullseye. The special edition set features Autobot leader Optimus Prime in an alt mode bearing the livery of a Target delivery truck. Always one to travel with a companion, Target’s famed mascot Bullseye is reimagined as a package that turns into an Autobot version of the iconic dog.

Preorders are open now with delivery slated for June.

Bullseye’s Big Rig | Source: Target

Elsewhere in the Target toy department, kids and collectors can also pick up a 1:64-scale Hot Wheels Super Rigs Bullseye’s Big Rig by Mattel.

Sometimes the best toys are new spins on old favorites.

Now, how soon until we get the Amazon-Exclusive Optimus Prime Amazon Prime Delivery Truck?

TRANSFORMERS GENERATIONS TARGET OPTIMUS PRIME & AUTOBOT BULLSEYE

Get ready to roll out with the Transformers Target Optimus Prime and Autobot Bullseye action figures! Optimus Prime can convert from robot to a redesigned Target delivery truck alt mode in 30 steps. This figure features deco and details inspired by Target delivery trucks and comes with a Matrix of Leadership accessory. The included trailer…

Product Facts

MSRP:
$59.99

Age:
8+

Manufacturer:
HASBRO

Buy Now

Target

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.