As we rapidly approach the summer blockbuster season, it seems like the new (and improved?) 3D format is stuck somewhere between "pretty awesome" and "I could totally live without this." Some films have managed to capitalize on the format and use it to boost box office, while others haven't had much luck drawing moviegoers in. Fact is, 3D is already wearing out its welcome, and in order to keep people interested, excited and wanting more, studios need to get creative. Enter Hasbro's 'Transformers' helmets with built-in 3D glasses.
Due in stores on May 16 -- roughly a month and a half before 'Transformers: Dark of the Moon' hits theaters -- Hasbro has created two role-play masks based on the Optimus Prime and Bumblebee characters, allowing kids (or really geeky adult cosplayers) to act out their Transformers fantasies while also giving them a fun, spirited way to watch the film when it hits theaters on July 1.
Each mask is sold separately, and the approximate value of each is $9.99. Hasbro's Michael Bay mask -- which allows you to switch between 3D glasses and images of Victoria's Secret models -- sadly did not get approved in time for launch. Check out larger images of both masks after the jump.