Transformers is a popular entertainment franchise created by American toy company Hasbro and Japanese toy company Takara Tomy. Initially starting as a toy line in the early 1980s, it has since expanded into an extensive media franchise, including animated television series, movies, comic books, and video games. The brand's strengths lie in its compelling storytelling, iconic characters like Optimus Prime and Bumblebee, and innovative toy designs that allow for the transformation of action figures from robots to vehicles and other objects. Transformers has achieved a high level of global brand awareness, bolstered by the success of the live-action film series directed by Michael Bay, which brought the franchise to a wider audience and significantly increased its popularity and cultural impact worldwide.