This is an Optimus Prime Transformer. It transforms into a pen. That's pretty much it, but goodness, what else do you need?

According to GetNews, these are priced at 4,298 yen (US$42). The standard Optimus Prime will be out in September in Japan, while the Black Optimus Prime and the Ultra Magnus will be out in October.

超本格的にペンにトランスフォームする「コンボイペン」予約開始! [GetNews]

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