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Transformers: Prime is a Transformers franchise that launched in the year 2010. It spirals out of the novel Transformers: Exodus, based on the War for Cybertron video game. Prime's main manifestation will be the upcoming Transformers: Prime cartoon on the new Hub network. 

Transformers: Prime represents a concerted effort on Hasbro's part to imagine a new "aligned continuity" from the ground up that includes all the facets they feel worked best from past universes. Given this, it is not surprising to find that it borrows heavily from G1, the live-action movies and Animated, among others. Their plans are for the Prime universe to last several years, unlike the constant reboots of the 2000s. To this end, they have created an extensive, 350-page continuity bible for writers in the new continuity to follow.

Most excitingly, this continuity family began unraveling the mystery of the thirteen original Transformers in Exodus, as stated in Hasbro's May 2010 Q&A. At BotCon 2010, redesigns of five of the 13 were shown. 

1080i / DD5.1