The Sanrio New Product Exhibition SANRIO EXPO 2017 press event kicked off on Friday to show off some of the company's upcoming merchandise. One head-turning display combined Takara Tomy's Optimus Prime and Sanrio's lackadaisical Gudetama. The ennui-filled egg has already had success with TOHO's Godzilla last year but is now moving on to another tent-pole franchise. The event displayed Optimus Prime from Transformers: The Last Knight surrounded by Gudetama plush toys. Next to the display was as sign card showing Gudetama chilling with Optimus Prime, Bumblebee, and Megatron.