February 2011 - More than 25 years ago, the Hasbro Toy Company forever changed the face of Action Figures with the introduction of the Transformers brand of converting toys. Because of the unique engineering and styling of these toys, kids no longer had to choose between buying an action figure and buying a toy car or vehicle. With Transformers, they could have both.

But it wasn't just the design elements of these new toys that attracted a whole generation of fans. It was the characterization and personalities the creators of the brand decided to give each figure through careful promotion of comic books and cartoon series that has made the brand a fan favorite and one of the most popular and best selling toy lines even three decades later.

To celebrate the brand and its millions of fans throughout the years, a new Live-Auction by TheBigToyAuction.com will spotlight the brand with its upcoming "Roll Out and Bid" Sale. The Live-Auction Event scheduled for Sunday, February 27th, beginning at 3:00 PM EDT, will feature a retrospective of Transformers toys ranging from vintage '80's figures right up through the modern toys of today and includes various merchandising tie-ins and exclusives throughout the Transformers' nearly 30 year run.

Highlights include a collection of ephemera ranging from file card "tech specs", Artwork and post cards, exclusive figures from past sold-out "Botcon" conventions, and a wide range of vintage Generation 1 and 2 figures including the much sought after character Fortress Maximus - the largest Transformers figure ever produced, standing at over 2 feet tall in robot mode.

As with past TheBigToyAuction events, the auction will combine traditional bid-calling with streaming internet technology to allow bidders at home to interact with the fast-paced streaming audio as if they were already in the room at the event themselves. For those wishing to just browse and listen in, the online catalog, featuring brief descriptions and multiple photographs of the over 200 lots available acts as an online museum of sorts, chronicling the rich history of the brand.The Live-Auction event kicks off Sunday, February 27th, starting at 3:00 PM EDT. Registration and pre-bidding are already open online at http://TheBigToyAuction.com.