In 1984, a group of transforming metal robots from Japan took the world by storm and spawned a global franchise of comic books, TV shows and blockbuster Hollywood movies. Recently, they added another notch to their post by celebrating 30 years of cool, shape-shifting abilities in the form of a mesmerising 3-D pop-up book, created by Matthew Reinhart.
Japanese netizens are currently swooning over the book for a number of reasons, and the big drawcard is Optimus Prime, whose massive form appears at the pull of a tab, towering over the book in all his glory. See the big guy with his pals and foes in action after the jump.