And before the even do concept drawings, they'll put together a story or mood board and that will have photos of things like vehicles or activities, (they make more than TFS) even photos of toys available from a competitor for inspiration or to give the designer an idea of what direction they want to go in e.g. when Hasbro started work on either Cybertron Optimus Prime they included a print out of a red Gundam Zaku as an idea of what they wanted; something big and bulky, with wide shoulders.