Since 1984 toy companies, Takara of Japan and Hasbro in the United States have produced toys that change (transform) from warrior robots to innocuous forms, such as autos, aircraft, electronic devices, or animals. The ability to change forms has spurned clever taglines "More Than Meets The Eye" and "Robots In Disguise," and a variety of visual media including a Marvel comic book series; an animated television series program (Transformers) presented by Claster Television, a television production company that Hasbro organized for this and similar purposes, that began transmissions in 1984; and the live-action Transformers: The Movie, which opened in the United States on July 2, 2007. Simultaneous with the movie release Hasbro combined the watchmaking expertise of Seiko Instruments Inc. (SII), and the graphics from the movie, producing watches that transform parts and/or graphics.