How does this happen?

I'm a bit confused? How do these people end up getting toys that NO ONE knows about? We hear rumors and rumors of them, but then one day there are pictures of them all over the place! It's not crappy pictures too!! They are legitimate full blown really transformers. They may not be the "right" colors but they sure as hell transform! For example Arcee: she has been talked about for months that she will be 3 different bikes that combine into one in the movie. No one can confirm it AT ALL! BANG, there are pictures of her as a transformer all over the place...HOW??? Who leaks it? Who is stealing these toys?? I'm mad because I don't have one...I need information NOW!