Not by making the toys simpler, but by making them a lot more complicated and expensive in the form of its new $700 Optimus Prime Auto-Converting Programmable Advanced Robot, which thanks to the power of real robotics technology (in the form of 27 servo motors and a mobile app) can actually transform all by itself.

The new Transformer is almost breathtaking in its complexity: Hasbro says that the 19-inch figure features roughly 5,000 components, 27 patented servo motors, and 60 connected microchips in order to pull off the automated transforming feature.

In addition to a mobile app, the new Optimus Prime toy also features voice commands that allow owners to control the transforming action or drive around the vehicle form by shouting things like “roll out” or “convert.”.