This page contains affiliate links. We may earn commissions when readers interact with or purchase items through these links. For more information, see our affiliate disclosures here.

Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line

Transformers News: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line

Saturday, February 12th, 2011 10:18PM CST

Categories: Movie Related News, Toy News, Event News
Posted by: Mach   Views: 170,750

Topic Options: View Discussion · Sign in or Join to reply

Seibertron.com galleries for the coverage of the Toy Fair 2011 held at New York are up!
In this news article, we will concentrate on the hotly anticipated toy line for the year - Transformers Dark Of The Moon toys.

This year movie figures have some common features - TRANSFORMERS MECHTECH figure. See Hasbro official description of this line:

"TRANSFORMERS MECHTECH Action Figures
One of the most innovative toy lines in history introduces the next revolution in TRANSFORMERS action figures with the new MECHTECH line. Each TRANSFORMERS MECHTECH figure comes with a unique converting MECHTECH weapon that is interchangeable with all other core TRANSFORMERS MECHTECH figures. MECHTECH weapons can connect to each other or to TRANSFORMERS MECHTECH figures to “power-up” the figure. Leading the way in this new expression is the MECHTECH ULTIMATE OPTIMUS PRIME action figure, one of the largest, most impressive TRANSFORMERS action figures.

• TRANSFORMERS MECHTECH ULTIMATE OPTIMUS PRIME Action Figure
(Approximate retail price: $79.99: Ages: 5 & up; Available: 8/1/2011)
With the upcoming TRANSFORMERS: DARK OF THE MOON movie, one of the most iconic characters in the TRANSFORMERS lore will capture the spotlight as his heroic story becomes the focus of the first-ever 3D TRANSFORMERS movie. Now, an action figure befitting such an icon will be available with the new TRANSFORMERS MECHTECH ULTIMATE OPTIMUS PRIME action figure. The figure includes the AUTOBOT leader’s classic trailer that doubles as a weapons arsenal and is an integral part of the figure’s converting play pattern. The TRANSFORMERS MECHTECH ULTIMATE OPTIMUS PRIME figure features three modes of conversion – vehicle, robot, and robot with “mech suit.” –The trailer, which serves as a weapons depot and command center, also converts into a “mech suit” that OPTIMUS PRIME shows off when it’s time to rumble. Featuring lights, launching projectiles, electronic battle sounds and OPTIMUS PRIME phrases, this is the must-have item for kids and fans alike. 3 AA batteries included.

• TRANSFORMERS MECHTECH LEADER Action Figure Assortment
(Approximate retail price: $39.99: Ages: 5 & up; Available: 5/16/2011)
The TRANSFORMERS MECHTECH action figures each come with a unique converting MECHTECH weapon that is interchangeable with all other core TRANSFORMERS MECHTECH figures. The weapons from each figure can connect with weapons from other figures for more powerful play. The TRANSFORMERS MECHTECH TRANSFORMERS LEADER class assortment offers a large scale with tremendous character detail, includes lights and sounds, converts from robot to vehicle and comes with a large MECHTECH weapon. Characters include BUMBLEBEE, IRONHIDE and more. Each figure sold separately. 2 AA batteries included.

• TRANSFORMERS MECHTECH VOYAGER CLASS and DELUXE Action Figure Assortments
(Approximate retail price: Voyager $11.99; Deluxe $19.99: Ages: 5 & up; Available: 5/16/2011)
The TRANSFORMERS MECHTECH line of action figures each come with a unique converting MECHTECH weapon that is interchangeable with all other core TRANSFORMERS MECHTECH figures. Each figure’s weapon can connect with weapons from other figures for more powerful play. The figures in the TRANSFORMERS MECHTECH TRANSFORMERS VOYAGER CLASS scale convert from robot to vehicle and offer a unique MECHTECH weapon. VOYAGER CLASS characters include OPTIMUS PRIME, IRONHIDE and MEGATRON. The TRANSFORMERS MECHTECH DELUXE figures are the smallest scale of the series and offer a wide breadth of AUTOBOT and DECEPTICON characters, including BUMBLEBEE, RATCHET and STARSCREAM. Each figure sold separately. "




Let's move on to the toy images. Feel free to click any of the images that will lead you to the full gallery.


ULTIMATE OPTIMUS PRIME

Image

Image



ALL NEW DELUXE CLASS FIGURES

Image



LEADER CLASS IRONHIDE

Image



LEADER CLASS SENTINEL PRIME

Image



ALL NEW VOYAGER CLASS FIGURES

Image


Seibertron, Ultimate Transformers Resource!
Credit(s): Seibertron, Counterpunch

News Search

Got Transformers News? Let us know here!

Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181523)
Posted by Rated X on February 12th, 2011 @ 10:38pm CST
I want me a taliban Megatron !!! It's just so bizzare I cant pass it up !!!
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181529)
Posted by Starscream GaGa on February 12th, 2011 @ 10:49pm CST
Am I the only one that thinks Ultimate Prime actually looks a million times better with his wings down a bit?
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181530)
Posted by Pontimax 01 on February 12th, 2011 @ 10:49pm CST
What's going on with that Leader Ironhide's face? Does he have a faceplate now? And no truck mode pics of that mold?

I can't freaking wait for Sentinel Prime though. He looks like all sorts of sweetness. His head sculpt is so very much like Optimus too.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181535)
Posted by BATTOUSAIXD on February 12th, 2011 @ 10:57pm CST
Starscream GaGa wrote:Am I the only one that thinks Ultimate Prime actually looks a million times better with his wings down a bit?

Yeah, I agree, Ultimate Prime looks a lot better with the wings down.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181541)
Posted by Megatron Wolf on February 12th, 2011 @ 11:05pm CST
The chopper guy is awesome the rest are crap
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181542)
Posted by NatsumeRyu on February 12th, 2011 @ 11:07pm CST
Pontimax 01 wrote:What's going on with that Leader Ironhide's face? Does he have a faceplate now? And no truck mode pics of that mold?

I can't freaking wait for Sentinel Prime though. He looks like all sorts of sweetness. His head sculpt is so very much like Optimus too.

Hide's movie design has always had that large nose bit, at least in the movie renders, but he also has a lower jaw, little tube thing under it. I think it looks weird here either a) because he doesn't have that lower jaw bit in this figure, or b) we just can't see the lower jaw from here.

But yea, that "faceplate" has been there since the first movie. It doesn't help that it's painted bright so it sticks out here.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181557)
Posted by yongkykun on February 12th, 2011 @ 11:44pm CST
It's great that we finally get a leader class ironhide. But where are his weapons?! The paint job on him looks ridiculously simple for a leader class. Hope they fix it before taking our money.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181560)
Posted by OptiMagnus on February 12th, 2011 @ 11:48pm CST
All of this is so great, mind is going to explode! :D :shock: :BOOM:
I can't freaking wait for these leaders!
And Megatron has paint apps and new wheels!
This is just so slagging awesome.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181569)
Posted by Dr. Caelus on February 13th, 2011 @ 12:04am CST
BATTOUSAI XD wrote:
Starscream GaGa wrote:Am I the only one that thinks Ultimate Prime actually looks a million times better with his wings down a bit?

Yeah, I agree, Ultimate Prime looks a lot better with the wings down.


More than that, notice anything different about his legs in this picture?

Image
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181603)
Posted by Slashercon on February 13th, 2011 @ 1:37am CST
I know I may be the only one saying this, but the DOTM is looking better and better. The Green Wrecker, Skids, leader class Ironhide, Sentinel douche, and even the new deluxe Bumblebee look fantastic!! (I still want some leader class Megatron/Shockwave though)
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181619)
Posted by Turbobungle on February 13th, 2011 @ 2:44am CST
Is it just the photo or is the new Sideswipe a matt sand colour? Looks a bit rubbish...
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181625)
Posted by Carnivius_Prime on February 13th, 2011 @ 3:28am CST
Damn, they all look pretty darn gorgeous on display there. A leader class Ironhide? Very temping as he's still the most badass looking Autobot design ever. Really liking the looks of the wreckers, and that Prime 'angel mode' looks a lot better there for some reason.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181626)
Posted by ShinkenPrime on February 13th, 2011 @ 3:28am CST
I just want to know if the trailer turns into a weapon platform as stated or if it just turns into another robot or both. On the box we see what the Omega Form looks like, and then we see the powered up form with it and Prime. But does it turn into a regular attack station? I hope it does.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181628)
Posted by BATTOUSAIXD on February 13th, 2011 @ 3:29am CST
Caelus wrote:
BATTOUSAI XD wrote:
Starscream GaGa wrote:Am I the only one that thinks Ultimate Prime actually looks a million times better with his wings down a bit?

Yeah, I agree, Ultimate Prime looks a lot better with the wings down.


More than that, notice anything different about his legs in this picture?

Image

What about the legs?
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181636)
Posted by Pr1meSuspect on February 13th, 2011 @ 3:56am CST
Ultimate Prime is looking better each time I see him. Same with Sentinal.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181653)
Posted by Xterminator on February 13th, 2011 @ 5:18am CST
Finally the DOTM is starting to look cool !

I have some key questions to the News Crew:

How tall is the new DOTM Ultimate OP (with and without armor) compared to ROTF Leader OP ?
What about the alternate mode ? Are the semi trucks of the same size, or is DOTM alternate-mode (truck only) smaller ?

How tall is DOTM Leader Sentinel Prime compared to ROTF Leader OP ? Are the alternate modes of DOTM Sentinel Prime and DOTM Ultimate Prime in the same scale ?

Is the new DOTM Leader Ironhide more or less in scale with the ROTF Human Alliance figures ?

Thanks for the info !
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181656)
Posted by DMSL on February 13th, 2011 @ 5:32am CST
I really like that Leader Ironhide.

If he isn't as oversized as Leader Bumblebee and closer to Voyager size and in scale with the Prime Leader figure from ROTF i will definately get him.

Instead of making him ubersize they should make him in scale with the regular line(s) and just pack him up with a good transformation, detail, paintjob and articulation. I am also hoping they will include the movie weapons and not just the crappy mechtech gun.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181680)
Posted by Ironhide516 on February 13th, 2011 @ 7:31am CST
I am wondering why the AMP Wrecker is so less detailed & armed in his alt mode than the Lowes Wrecker :???:
All he's got is his mech-tech weapon; the Lowes guy is armed to the teeth. And I wonder if the third one will be a repaint of one of these two, like they did w/ the Arcee sisters.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181695)
Posted by Varia31 on February 13th, 2011 @ 8:50am CST
Curses. :-? Just when I thought towards the Ultimate Optimus Prime "oh, I can pass on this one, after all, I've got my custom RoTF Prime which looks great", my mind gets changed by seeing his great detailing and paint job in these Toy Fair images. And the truck mode looks great too! Oh well, another Optimus for my collection it seems, and a large one at that! :lol:
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181696)
Posted by Kurai-Z on February 13th, 2011 @ 8:58am CST
"TRANSFORMERS MECHTECH VOYAGER CLASS and DELUXE Action Figure Assortments
(Approximate retail price: Voyager $11.99; Deluxe $19.99: Ages: 5 & up; Available: 5/16/2011)"

Yay, cheap Voyagers! Lol, looks like a typo.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181710)
Posted by GetRightRobot on February 13th, 2011 @ 9:52am CST
That has got to be Whirl!!! Awesome!
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181735)
Posted by Xterminator on February 13th, 2011 @ 11:12am CST
DMSL wrote:I really like that Leader Ironhide.

If he isn't as oversized as Leader Bumblebee and closer to Voyager size and in scale with the Prime Leader figure from ROTF i will definately get him.

Instead of making him ubersize they should make him in scale with the regular line(s) and just pack him up with a good transformation, detail, paintjob and articulation. I am also hoping they will include the movie weapons and not just the crappy mechtech gun.


I'm also excited with Leader Class Ironhide, but I disagree about your size expectations ...

IMO any figure labeled Leader Class should be at least 10 inches tall. Therefore, Leader Ironhide should be more or less in scale with the Human Alliance cars, not with the regular Deluxe automobiles.
Maybe, it will even be possible to accommodate the humans seated inside Ironhide's Truck mode :-)
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181749)
Posted by OlivusPrime on February 13th, 2011 @ 11:52am CST
There have been so many leaks that not much of this line is new information! But it all has ups and downs:
Ultimate Optimus suddenly looks awesome here, I'm finally having thoughts about buying him. Still, more pics of regular robot mode would be nice.
Leader figures - big disappointment. Sentinel Prime looks awesome and seems to be in scale, but Ironhide is unnecessary and do I even need to touch on Bumblebee? A Leader Megatron would be so much better.
The Voyagers are fairly meh too - I would only get Skyhammer and Megatron. Ironhide looks good, but the 2007 one is still, for me, better.
The Deluxes are the best... pure awesomeness. Roadbuster and Topspin look great, and the new Sideswipe is shaping up to be cool too. Crankcase is still cool, although Bumblebee looks worse than his BB incarnation. Will be interesting to see how tall Ratchet is in comparison to other figures.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181773)
Posted by Daken3687 on February 13th, 2011 @ 12:59pm CST
damm wreckers are buy for me, voyager shockwave,im also going to get the choppa, sentinel prime, and my oh my ultimate prime reminds me of a bay-merican god ginrai but the supposed 80 bucks may be too much
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181790)
Posted by munkimus prime on February 13th, 2011 @ 1:43pm CST
Looks like Sentinel Prime is a get for me, So is Leader Class Ironhide, Shockwave and all the Scout Class Human Alliance figures. I'm on the fence about everything else.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181798)
Posted by Dr. Caelus on February 13th, 2011 @ 2:08pm CST
BATTOUSAI XD wrote:
Caelus wrote:
BATTOUSAI XD wrote:
Starscream GaGa wrote:Am I the only one that thinks Ultimate Prime actually looks a million times better with his wings down a bit?

Yeah, I agree, Ultimate Prime looks a lot better with the wings down.


More than that, notice anything different about his legs in this picture?

Image

What about the legs?


The leg braces! The long thin panels that were in the previous pictures and prevented Prime from having any hip or knee articulation, or even any illusion of it, are detached!

They now hang from the waist like the side skirts on Masterpiece Starscream.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181820)
Posted by Rodimus Minor on February 13th, 2011 @ 3:40pm CST
Ok this line has won me over I realy Want Roadbuster and the Basic HA figures also Heck I want all off the DOTM figures. =P~
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181850)
Posted by jaws on February 13th, 2011 @ 5:11pm CST
Here's my Mech-Tech wants thanks to Toy Fair--
Crankcase, Topspin, Roadbuster, Voyager OP, Ultimate OP, The ARK, Voyager Megatron. I'm thinking about CyberVerse SS playset, not to keen on the SS figure but I like the spaceship/transport. At first I wasn't interested in voyager OP, but I love the truck engine/transmission gun. I'm surprised that the Roadbuster alt mode is a normal race car whereas Topspin is the weaponized car; but where's the 3rd Wrecker (must be a later release). I really like the idea that Mech-Tech weapons are interchangeable; the possibilities are endless.

Really thought we'd get to see the Ferrari, Mercedes Benz, and Soundwave; must be later releases.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181858)
Posted by kirbenvost on February 13th, 2011 @ 5:23pm CST
I dunno, this line continues to be disappointing to me. Most of the deluxes look so bland with their lack of paint apps, Sideswipe especially. Jolt too, but not quite as bad. Topspin has gone from a probable no to a maybe yes, now that I know he has proper articulation. Ultimate Prime doesn't look as crap as before, but I still don't like the regular robot mode at all. I am a huge fan of God Ginrai, however, so it's a little tempting. Still undecided on Skyhammer, since I can't tell what his articulation is like. And I'd prefer a different color scheme.

So far my buys for DOTM are few:

Topspin
Roadbuster
Shockwave
Megatron
Cyberverse Powerglide
Sentinel Prime

And I think that's about it...
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1181869)
Posted by BATTOUSAIXD on February 13th, 2011 @ 6:01pm CST
Caelus wrote:
BATTOUSAI XD wrote:
Caelus wrote:
BATTOUSAI XD wrote:
Starscream GaGa wrote:Am I the only one that thinks Ultimate Prime actually looks a million times better with his wings down a bit?

Yeah, I agree, Ultimate Prime looks a lot better with the wings down.


More than that, notice anything different about his legs in this picture?

Image

What about the legs?


The leg braces! The long thin panels that were in the previous pictures and prevented Prime from having any hip or knee articulation, or even any illusion of it, are detached!

They now hang from the waist like the side skirts on Masterpiece Starscream.

Oh yeah I see now! It's good that it looks like he will be able to move his legs; that's what really bothered me about the Optimus/Jetfire combo.
Re: Toy Fair 2011 Coverage - Transformers Dark Of The Moon "Mech Tech" Toy Line (1183105)
Posted by New Guy on February 16th, 2011 @ 7:15pm CST
I think this is a weird thing to point out now but do the boxes they come in look cheaper now? :-B

Transformers and More @ The Seibertron Store

Visit our store on eBay
These are affiliate links. We may earn commissions when you purchase items or services through these links.
Visit shop.seibertron.com to buy "BRAVE AND THE BOLD #54 Facsimile Cvr B DC Comics 2024 ptg 54B (CA) Blank Sketch"
NEW!
BRAVE AND THE BOLD ...
Visit shop.seibertron.com to buy "WONDER WOMAN #1 facsimile Cvr C blank sketch DC Comics 2023 0923DC273 1C"
WONDER WOMAN #1 fa ...
Visit shop.seibertron.com to buy "Marvel Super Heroes SECRET WARS #1 Facsimile Marvel Comics 2024 OCT230973 MSH"
Marvel Super Heroe ...
Visit shop.seibertron.com to buy "Marvel Super Heroes SECRET WARS #2 1:25 Facsimile Marvel Comics NOV230744 MSH"
Marvel Super Heroe ...
Visit shop.seibertron.com to buy "UNCANNY X-MEN #141 Facsimile 2023 ptg Marvel Comics SEP230775 (A/CA) Byrne"
UNCANNY X-MEN #141 ...
Visit shop.seibertron.com to buy "UNCANNY X-MEN #130 Facsimile Marvel Comics 2024 ptg FEB240725 (CA) Romita Jr"
NEW!
UNCANNY X-MEN #130 ...
Visit shop.seibertron.com to buy "ALL-AMERICAN COMICS #16 Facsimile DC Comics 2023 ptg 0823DC209 Green Lantern"
ALL-AMERICAN COMIC ...
Visit shop.seibertron.com to buy "AMAZING SPIDER-MAN #122 Facsimile Edition Marvel Comics 2023 ptg APR230704"
AMAZING SPIDER-MAN ...
Visit shop.seibertron.com to buy "BATMAN #405 Facsimile DC Comics 2023 ptg 1023DC212 (CA) Mazzucchelli (W) Miller"
BATMAN #405 Facsim ...
Visit shop.seibertron.com to buy "WONDER WOMAN #1 facsimile Cvr A DC Comics 2023 0723DC206 1A (CA) Perez"
WONDER WOMAN #1 fa ...
Visit shop.seibertron.com to buy "DETECTIVE COMICS #140 Facsimile DC Comics 2023 ptg 0823DC210 Riddler Mortimer"
DETECTIVE COMICS # ...
Visit shop.seibertron.com to buy "AMAZING SPIDER-MAN #256 Facsimile Marvel Comics 2024 ptg MAR240772 (CA) Frenz"
NEW!
AMAZING SPIDER-MAN ...
Visit shop.seibertron.com to buy "WOLVERINE #1 Facsimile 1:25 Marvel Comics 2024 ptg JAN240733 Bradshaw 240317D"
NEW!
WOLVERINE #1 Facsi ...
Visit shop.seibertron.com to buy "WHIZ COMICS #2 Facsimile DC Comics 2023 ptg 1222DC130 Shazam (CA) Beck (W)Parker"
WHIZ COMICS #2 Fac ...
* Price and quantities subject to change. Shipping costs, taxes and other fees not included in cost shown. Refer to listing for current price and availability.
Find the items above and thousands more at the Seibertron Store on eBay
Transformers Podcast: Twincast / Podcast #350 - Oops! All Optimus
Twincast / Podcast #350:
"Oops! All Optimus"
MP3 · iTunes · RSS · View · Discuss · Ask
Posted: Saturday, May 18th, 2024

Featured Products on Amazon.com

These are affiliate links. We may earn commissions when you purchase items or services through these links.
Buy "Transformers: Generations Power of The Primes Legends Class Battleslash" on AMAZON
Buy "Transformers Authentics Grimlock Action Figure" on AMAZON
Buy "Transformers: Generations Power of The Primes Legends Class Roadtrap" on AMAZON
Buy "Transformers Generations Power of The Primes Evolution Nemesis Prime (Amazon Exclusive)" on AMAZON
Buy "Transformers Generations Titans Return Deluxe Misfire and Aimless" on AMAZON
Buy "Transformers Power of the Primes Punch-Counterpunch and Prima Prime" on AMAZON
Buy "Transformers Studio Series 11 Deluxe Class Movie 4 Lockdown" on AMAZON
Buy "Transformers: Generations Power of The Primes Legends Class Autobot Outback" on AMAZON
Buy "Transformers Studio Series 04 Deluxe Class Movie 1 Autobot Ratchet" on AMAZON
Buy "Transformers Generations Titans Return Titan Master Loudmouth" on AMAZON
Buy "Transformers Generations 30th Anniversary Voyager Class Autobot Whirl Figure" on AMAZON
Buy "Transformers: Generations Power of The Primes Vector Prime Prime Master" on AMAZON