The functions of an increasing number of plant transcription factors are being elucidated, and many of these factors have been found to impact flux through metabolic pathways. Because transcription factors, as opposed to most structural genes, tend to control multiple pathway steps, they have emerged as powerful tools for the manipulation of complex metabolic pathways in plants. The review describes the highlights of recent experiments that have targeted transcription factors that control plant metabolic pathways, and discusses their potential as tools for metabolic engineering.