What is "e-hobby"

e-Hobby is an online Japanese retailer that is perhaps best known for creating and selling exclusive repaints of Transformers by Takara. One of the reasons that these figures are so coveted is because they are often new or rare characters. None of the e-Hobby original characters have been reproduced on a mass level with the exception of Sunstorm who has seen two other incarnations in the United States by Takara's franchise partner Hasbro.