Transformers Prime: The Game is a Toys R Us exclusive

The Wii and DS versions of Activision’s Transformers Prime: The Video Game will be available exclusively through Toys R Us in the UK.

A Wii U version is also scheduled to be part of the Wii U’s launch line-up when that arrives on November 30th.

It’s fairly common practise for Transformers toys to be sold exclusively through Toys R Us, with the upcoming release of Masterpiece Optimus Prime only available through the leading toy retailer.

However, Activision’s choice to partner with the game for the launch of the game is interesting.

Transformers Prime is the latest animated series to stem from the Transformers universe, and currently only airs in the UK on satellite/cable channel Cartoon Network.

The result has been a lack of appetite for the toy line and Prime brand in the UK, with its popularity failing to match that of toys and merchandise based on Michael Bay’s movie trilogy.

Activision will no doubt hope that this new deal – and the increased presence the game will enjoy in Toys R Us outlets – will bump sales sufficiently enough to make up for the game’s lack of shelf space elsewhere.

Transformers Prime: The Game is released in the UK today.