The Transformers Animated toys were designed by Hasbro Inc and TakaraTomy with collaboration from Cartoon Network, to ensure the toys reflected the cartoon series. The line saw Hasbro / TakaraTomy move away from "complete line gimmicks" and instead, focus more on making each figure unique. The toys, much like the cartoon, are far more stylised than previous lines and were first shown to he public at BotCon 2007 during the Hasbro Panel. The toys themselves were first phyiscally seen at Comicon 2007, altough hardcopies were taken to BotCon. For more images of the toy, check out the Character Section of Transformers Animated.