Whatever they're called, they're certainly ... interesting looking. I'm curious to know if the red one actually transforms without parts swapping (I don't see how it could be possible, but it'd be neat if they had pulled it off somehow).
I do like the card suits thing they have going on, with the Hearts, Spades, Clubs, Diamonds printing motif. This is the sort of thing I'd pick up due to "neat factor" if it weren't for the shockingly high price.
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MSRP will be 35,000 yen. Yikes.