Megablocks (??? I forget the name) has a licensing deal with transformers, Pokémon, and hot wheels. I think Halo also, still not a very strong competitor. They are sold at Fred Myer in my locale, but they keep distance from the Lego section.
I guess Lego has that Optimus prime set now, so maybe not exclusive to transformers anymore.
I guess Lego has that Optimus prime set now, so maybe not exclusive to transformers anymore.