Because the best breakfast can transform your stomach, and omelets can be constructed in a variety of ways, Hasbro saw an opportunity for a product tie-in.
If Kre-O is Hasbro's Lego, then this is their Bionicle or Hero Builder. Similar ball and socket joints - a little stickier, maybe - and the potential to actually have some rudimentary transformation. At this event we were invited to build our own from buckets of parts. No way I was going to figure out transforming mechanics on mine after only four hours of sleep the night before - but I hope I did you all proud by turning mine into a dick joke.
Meet Hardonicus Prime.