Watch them retool the Kingdom Waspinator mold and retcon Bumblebee into Beast Wars...
They have to be very careful doing that. From what I remember hearing, if they release a Bumblebee (the character) that turns into a bumblebee (the insect), then it actually weakens their claim on the trademark as the word could be thought of as a description rather than a name.
It's the same reason why, in recent years, they insist that the toys "convert" instead of "transform," because they want to keep Transformers as a name, not a description.
Or as is my understanding.