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Hasbro has a lot of enduring intellectual property (G.I. Joe, My Little Pony) but nothing holds a candle to its long-running Transformers franchise. Its origins are borderline cynical: After acquiring several different lines of toys, Hasbro hired Marvel Comics to come up with a storyline uniting them into a single framework, their only instructions being that the whole line should be called Transformers, the good guys should be the Autobots, and the bad guys should be the Decepticons.
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