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Launched in 1984, the Transformers toyline by Takara and Hasbro was promoted through both a comic book by Marvel Comics and an animated series produced by Sunbow Productions and Marvel Productions with Toei Animation. Although the comic outlived the animated series by a number of years, the animated series is more widely recognised. With the original show's conclusion in 1987, original series exclusive to Japan were created which ran until 1990, and the franchise was later re-imagined with the fully CGI Beast Wars in the late 1990s. The 21st century saw a total reboot of the Transformers universe (first being Takara's produced Car Robots, imported and retitled for Western release as Transformers: Robots in Disguise), as Hasbro collaborated with Japanese Transformers producers Takara to create a new storyline with Transformers: Armada and its sequels, produced in Japan and then dubbed for English-speaking audience. In 2008, Transformers Animated saw Hasbro take control of the franchise once more through collaboration with Cartoon Network, bringing writing duties back to America, with animation being handled by Japanese studios. Hasbro also reacquired the distribution rights to the original series from Sunbow finally giving them the complete rights to the series based on their Generation 1 toy-line.

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