By 1984, U.S. regulators had removed many of the restrictions regarding the placement of promotional content within children's television programming. The way was cleared for the new product-based television program. Hasbro had previously worked with Marvel Comics to develop "" for a three-pronged marketing scheme – the toyline, a tie-in comic book by Marvel, and an animated mini-series co-produced by Marvel's media arm, Marvel Productions, and the Griffin-Bacal Advertising Agency's Sunbow Productions production house. Given the success of that strategy, the process was repeated in 1984 when Hasbro marketing vice president Bob Prupis approached Marvel to develop their new robot series, which Jay Bacal dubbed "Transformers."