Það er alltaf sólríkt í Býkonsviði
Otzar ("Treasure" in Mercanti) began as a pen manufacturer in 1924, founded by Zecharia Yona in Sarazed. The company would grow steadily but keep a low profile until the outbreak of the Fascist War in 1937. Sarazed was never in danger of occupation by Skandan forces, but its factories were converted into ammunition factories to aid in the war effort.
Zecharia died of a heart attack during the War, and was succeeded by his son Shilo as head of the company. Otzar re-acquired its factories in 1951, following the conclusion of the War. Iraelia achieved self-governance in 1954 and Shilo took advantage of a government program meant to expand native Iraelian industry to secure loans to modernize the company. Shilo also looked to expand Otzar's product line. By 1955 the company had begun producing a line of 21cm dolls under the "Kamea" line that proved popular with Iraelian girls. Kamea profits quickly overtook mechanical pens as the company's primary source of revenue and Otzar became a dedicated toy manufacturing company by 1960.
Otzar became the leader in Iraelian girls' toys thanks to the Kamea line, but had issues breaking into the boys market. Numerous lines were attempted, from war-themed action figures to micro super-articulated figures, but they were unable to land a line that matched the success of the Kamea line. This frustration was, at least in part, thanks to tough competition from boys-centric lines from foreign companies such as Spilvel. One such foreign competitor, Verforvanders out of Goyanes, would actually be key to turning around Otzar's boy's division.
Verforvanders, a transforming train-to-robot action figure line, was released in 1984. A Goyanean produced tv show was aired shortly after the line's launch. Shilo Yona was blown away by the sampled figures that were brought to him. He ordered a team of Otzar designers and engineers to look into developing something that could compete with Verforvanders. Yona also contacted Sarazed Theatre Co. Animation- Iraelia's leading chetan studio- to produce an animated show alongside the toy design team.
Sarazed Theatre Co. Animation logo
The result was Amitz ("Brave"), launched in 1986. The line featured stylized robot action figures who could convert into a verity of alternate modes; trucks, tanks, futuristic cars, even mechanical lions. The willingness to experiment with alternate modes was what set Amitz apart from Verforvanders. Verforvanders' offerings were mostly train based, but even the ones that weren't still adhered to real-world vehicles. Amitz had its share of those figures, but also featured hyper-stylized science-fantasy alternate modes that emphasized fast action over real world realism.
The chetan animated show, Amitz Fight!, had a high enough budget to show the designs in gorgeous and fluid animation. The show told the story of a team of humans who paired up with a crashed alien robotic lion who had allied with a human cyborg to defeat the Shivitem, a gang of robotic elder gods looking to consume Eras' life force.
Amitz proved to be the hit in the boys' market that Otzar was looking for, quickly taking off in its home market. It never overtook Verforvanders in overall worldwide sales, but it proved to be immensely popular in Iteria. Its worldwide appeal has grown in recent years, in part due to the expanded market for Iraelian animation the world over.
A non-comprehensive look at the Amitz toyline...
King Stellar Lion
Splits apart into a drill tank, stealth bomber, bullet train, and mechanical lion.
Splits into futuristic sports car and a rocket-powered "star drive."
Elemental Dragon Trucks...
Icebeam, Windshot, Aftershock, Spitfire
Each transforms from robot to a kind of truck. Icebeam becomes a crane, Windshot becomes a cement mixer, Aftershock becomes a dump truck, and Spitfire becomes a fire engine. They can combine into various two-robot combinations.
OOC Note: Thank you to @Goyanes for help on the history section