Source:-
http://dc.watch.impress.co.jp/docs/news/20100909_392685.html
(in Japanese)
It can be seen the K-r is considerably larger than the K-x, the side-by-side comparison photos are self-explanatory. Just look at:-
Besides, I can simply see that this "lens hood" is utter stupid, as it blocks the image view and the lego is shown in the taken picture! Effect? :-o
Now, we can know well what type of companies which Hoya is now trying/intended to sell Pentax! Guess what? Toy companies, such as the giants in the field like Bandai, Sanrio or just Lego, etc.!!
Related News:-
The Third New (Toy) Optio!
Pentax K-r and New DA(L!) 35/2.4 (Plus Two New Optios)