It was the combination of both. The Toys were/are awesome things in of themselves. Transforming puzzles and two toys in one. But the media made them more then just a toy. The media gave them character, personality. The Media gave them life! If it was just a toy line and only a toy line would it would have never been the same. Optimus would have just been this really cool Transforming Red Truck into a cool Red and Blue Robot. There would have been no personality there. It was the media and things like the tech spec bios that made them more then just a toy. It made them characters. That was the big part about Transformers. They weren't just another toy. They were characters you loved.