Guess what the Optimash Prime Potato Head will launch along with the Transformers movie this Summer (site). See also the WowWee Homersapien and Spidersapien who also launch with movies this year.
The classic Mr. Potato head appeared already as Darth Tater, Spud Trooper, Star Wars Artoo-Potatoo and many more.
More details of the Optimash Prime Mr. Potato Head from the UK Toyfair can be found on Pocket-lint.