BIG SURPRISE!!!!! </sarcasm>
It was also heavily suggested that the show will, again unsurprisingly, also have a toyline.
Aaron Archer stated during BotCon 2010 that there is only the toyline at that time, but Eric Seibenaler, at the same panel, remarked that he was excited about releasing the Optimus Prime toy for the Transformers: Prime toyline.
For anyone that believed that this new era of the Transformers franchise was really not going to have a toyline, shake the rocks out of your head.