I must point out that the SDCC TF: PRIME Prime packaging is tat of the highest order. Close examination reveals that the packaging is in the shape of a Matrix. Which has a strap. It can clearly be worn like a giant comedy necklace. I approve.
I do like the look of the TF:Prime toys quite a lot. It helps that they have been given solid characterisation and have thus grown on me as characters but I quite like the general look of them as well.
I dunno, apart from Starscream and Soundwave, everyone elses personalities seem to be 'none but feel free to insert personality we had in other media here'
I'm not saying that it is on a par with the more nauncedly characterised Transformers series (but then, they can't all be on the level of a Masterforce or a Beast Machines) but I'd say that the characters are fairly well defined. Yes, some of them are playing to the same schtick as was used in other series, but that is because it is a basic role which is fairly common across media - not just Transformers media. The non-too bright but basically well meaning bruiser is one that you can find all over the place, Hulk is like that for a lot of writers runs on Hulks comic for instance. Arcee certainly has far more of a distinct persona in what I have seen of Prime than she has ever been given anywhere else.
When I say that the characterisation is strong I am not saying that it is necessarily strongly nuanced, but it is present in big, bold strokes. One of the virtues of having a small cast is that you get a chance to clearly define them. By contrast CR/RiD, much as I love it, doesn't have the room to actually define large numbers of its characters - the Car Brothers yes, but when it comes to teh car-ninja's you would be hard-pressed to single most of them out from the crowd.