Automorph Technology, a localized semi-automatic transformation, was the primary gimmick of the 2007 movie toyline. It is frequently shortened by fans to automorph. The term was coined by Natasha Vita-More to mean "the self-sculpting of physiological and cognitive aspects of personal identity and one's alternative selves" and is used by Hasbro to describe the mechanics of Transformer toys that attempt to recreate that visual style of the film's transformations within the limited framework of an action figure. Using gears and other mechanisms, Automorph Technology moves multiple pieces of the toy when a single piece is moved. For example, the Voyager-sized Ratchet toy's kneepads rotate forward as his feet are pulled out.