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ASUS Transformer Prime tablet  (Source:

Optimus Prime  (Source:
Hasbro claims that the name of ASUS' latest tablet, Transformer Prime, is much too similar to its line of Transformers toys

The battle is on: ASUS' Transformer Prime v.s. Transformers' Optimus Prime.

Toy maker Hasbro filed a lawsuit against computer manufacturer ASUS last week, claiming that the name of ASUS' latest tablet, Transformer Prime, is much too similar to its line of Transformers toys.

"Hasbro continues to aggressively protect its brands and products and the specific actions we are taking today against ASUS underscores yet again Hasbro's willingness to pursue companies who misappropriate our intellectual property for their own financial gain," said Hasbro.

Hasbro filed the lawsuit last week in Los Angeles federal court, and is seeking damages as well as a temporary injunction to stop ASUS from selling its Transformer Prime tablet.

The situation isn't looking good for Hasbro at this point. While ASUS' Transformer Prime tablet does sound similar to Hasbro's leader of the Autobots, Transformer's Optimus Prime, the possibility of a child (or anyone) confusing the two is slim. The Transformer Prime doesn't convert into a truck, and the Transformer toys don't offer the Android operating system with apps and Web-browsing capabilities.

However, the Transformer Prime does attach to a keyboard dock. Does that qualify it as a Transformer?

The Transformer Prime features a 10-inch screen, NVIDIA Tegra 3 quad-core processor, 8 MP rear camera with a f/2.4 lens and back-illuminated sensor along with a 1.2 MP front-facing camera, 12-hour battery life, and Android 3.2 Honeycomb mobile operating system. It's priced at $499 for 32 GB and $599 for 64 GB.


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By Da W on 12/22/2011 11:18:04 AM , Rating: 3
Everybody and then mother immediatly though of Optimus Prime when they heard of the transformer prime tablet. This is more than enough for Hasbro to win their case.

RE: meh
By NINaudio on 12/22/2011 11:20:39 AM , Rating: 5
At the most, they should stop Asus from using the name "transformer Prime." In now way should they get monetary remuneration since the product does not compete with any of Hsabro's Transformer products and can in no way have cause them financial harm.

RE: meh
By TheRequiem on 12/22/2011 12:22:11 PM , Rating: 5
Yeah, good luck with that Hasbro, unfortunately, their Trademark's "Transformers", not "Transformer" and "Optimus Prime", not "Prime", don't really make sense, also, I don't see they have a trademark for "Transformer Prime" either. More Media mongering...

RE: meh
By Hakuryu on 12/22/2011 12:53:07 PM , Rating: 3
So things like a "McDonald Mac" chili-mac from Wendy's would also be perfectly legit according to you, following the same rules... or an "Apples Pad" brand heating pad.

Get real. The first time I saw the Transformer Prime, I immediately thought they had a deal with Hasbro, because anyone can see the connection.

RE: meh
By Varun on 12/22/2011 1:28:17 PM , Rating: 1
I thought the same thing. I would say they have a case here. Plus, they NEED to protect their trademark or it gets taken away.

RE: meh
By Natch on 12/22/2011 1:51:37 PM , Rating: 2
Not as though anyone would notice, right? ;)

RE: meh
By Vertigo2000 on 12/22/2011 1:52:13 PM , Rating: 5
A "McDonald Mac" Chili-mac from Wendy's would not be legit. You're talking about a direct competitor to McDonalds using their name as one of Wendy's own products.

The Transformer Prime situation is different. You have 2 companies in 2 completely industries marketing 2 completely different products designed for 2 completely different uses to 2 completely different market segments. Toys to kids to play with vs tablet to general population for variety of different tasks.

RE: meh
By sviola on 12/22/2011 2:18:43 PM , Rating: 2
So, by your view, it would be ok for Hasbro to release a toy named iPhone (no pun intended), considering that Apple and Hasbro are on different markets?

RE: meh
By Camikazi on 12/22/2011 6:40:31 PM , Rating: 5
iPhone is a registered trademark, plus it's Apple so they would sue. Hasbro has Transformers and Optimus Prime not Transformer Prime. Trademarks are exact not looks like or is close too.

RE: meh
By maevinj on 12/22/2011 3:12:05 PM , Rating: 3
Yeah, but look how Verizon has to license the word "droid" from LA. Would you ever confuse a cell phone called droid with something from Star Wars? I wouldn't.

RE: meh
By Souka on 12/22/2011 4:10:02 PM , Rating: 2

"This is the droid I'm looking for"

RE: meh
By TheRequiem on 12/22/2011 4:17:31 PM , Rating: 2
Thank you for the clarification... saved me from having to type. =)

RE: meh
By Fritzr on 12/22/2011 9:22:17 PM , Rating: 1
Toys and computer tablets are not different markets

The LeapPad is a "toy" that is also a fully functional computer tablet.

Asus is using a variant of a Hasbro trademark that IS causing confusion for some consumers. While the Asus Transformer may refer to it's ability to transform from a tablet to a netbook, that just reinforces the connection to the Hasbro trademark. Especially with the Prime added to remind Transformer fans of Optimus Prime.

If Asus is allowed to keep the Transformer Prime name and Hasbro brings out a Transformer tablet based on their Transformers toy line who sues who?

Would Asus have a case because Hasbro is then infringing on the Asus Transformer brandname or would Asus be infringing because Hasbro started selling a tablet computer using their tie in to the Transformers cartoon series?

RE: meh
By tamalero on 12/26/2011 5:59:45 AM , Rating: 2
a pad is a toy for adults ;)

RE: meh
By TheRequiem on 12/22/2011 4:36:09 PM , Rating: 3
I guess if you watch a lot of Transformers. I don't watch that stuff, so the first thing that came to my mind was a tablet that "transforms" into a laptop... however, I will admit it's a good question why they put "prime" into it, but I still don't know if it justifies sueing them over it, as the other commenter mention, two completely different fields. It will be interesting to see how it works out.

RE: meh
By seamonkey79 on 12/22/2011 5:13:34 PM , Rating: 2
Mine transforms from a tablet to a laptop to a robot that blows stuff up.

RE: meh
By kkwst2 on 12/22/2011 6:26:16 PM , Rating: 2
No fly list for you.


RE: meh
By Reclaimer77 on 12/22/11, Rating: 0
RE: meh
By Reclaimer77 on 12/22/11, Rating: 0
RE: meh
By Subzero0000 on 12/22/2011 9:41:11 PM , Rating: 2
Well I'm not 12 years old, so I didn't think that. And since when did we base laws on what your initial "thought" about something was anyway?

Well, that's the wonder of marketing, to attract attentions.
They are not targeting rational people like you. It's pretty obvious that they use the name for free promotions.

Unless you don't watch movies, you should know that have been 3 Transformers movies in the recent years, all done pretty well in box office.
It doesn't matter they are in different market, the third movie happens to be the same year (2011), those posters and trailers just boost the name further.

Asus marketing managers must be rocking their socks off when they come up with using the name. "Hey dude, the movie rocks and the name sounds really cool, it's gonna SOUNDS like our tablet can transform into robot!"

They get away with "Transformer" (without the "s"), then add a "Prime" to it. That's just asking for trouble.
Even Galaxy Nexus removed the word "Prime" when released. There is no value to use the word "Prime", unless it's related to Transformers.

You have to be really ignorance (and stubborn) to justify their motive.

RE: meh
By Ytsejamer1 on 12/23/2011 8:50:08 AM , Rating: 2
I agree...but as mentioned, Asus knew the connection. But from Asus' perspective it was way better than GoBot Dumper.

RE: meh
By Flunk on 12/23/2011 10:22:10 AM , Rating: 2
Actually there was a TV show Transformers Prime. That's really close. I normally think this stuff is BS but this actually makes sense.

RE: meh
By Chadder007 on 12/22/2011 11:30:53 AM , Rating: 2
Im surprised they didn't sue them sooner.

RE: meh
By Namey on 12/22/2011 12:39:06 PM , Rating: 4
They delayed in order to ensure that hardware and branding was fully implemented. This increases the licensing costs they can get from ASUS when they decide to settle. If they brought it up earlier, then ASUS would have said "Ok, we'll rename it"

What's the profit in that?

RE: meh
By jonmcc33 on 12/22/2011 1:23:51 PM , Rating: 2
Why? The original Transformer tablet is not indicative of copying from the Hasbro trademark. It transforms from a tablet to a laptop.

However, Transformer Prime? That was a dumb idea.

RE: meh
By robinthakur on 12/23/2011 6:32:47 AM , Rating: 2
I think alot of it is that you now have brands which are fairly big like Asus which upto now were not well known to the public and could get away with creative use of names in a predominantly Asian market whcih has little time for intellectual property laws.

Anyone around a certain age (31 in my case) who grew up with the Transformers cartoon in the 80's and their subsequent spin-offs immediately thinks of them when you see the word 'Transformer' to then go and tack on Prime, as well as frankly being rather tacky me-too marketing, is obviously going to attract the ire of Hasbro, as that is one of their biggest properties.

The concept of Hasbro licensing a laptop/tablet is not that crazy either, as they have licensed a range of transforming USB sticks, mice etc for PC's in the past.

RE: meh
By nafhan on 12/22/2011 1:20:16 PM , Rating: 2
Except Hasbro makes toys - not computers/tablets. There's no product overlap, and no chance of someone picking up a $500 tablet for there kid on the mistaken belief that it's an Autobot.

RE: meh
By jonmcc33 on 12/22/2011 1:25:08 PM , Rating: 2
The trademark is not the product but the name. Transformer Prime is 99% similar to the Hasbro trademark of Optimus Prime, who is an Autobot Transformer.

RE: meh
By Cheesew1z69 on 12/22/2011 1:43:07 PM , Rating: 1
No it's not, not even close.

RE: meh
By marsovac on 12/22/2011 1:48:46 PM , Rating: 5
By your logic (paraphrasing):

"Almost the whole word from a registered trademark (which is a normal English word) in congruence with one of the words of another trademark should automatically make trademark infringement even if the product/company in question is not in the same category/market"

Microsoft has trademarks (IT sector):

"Visual Studio"

So by your logic a company called "Window Studio" which works in the industry business by producing windows should infringe on Microsoft trademarks...

The reference may seem obvious to us who know each company and their products, but there is no financial harm, to Hasbro. Financial harm is why trademarks exist.

C'mon, you very well know that won't pass in court.
It is a typical "hole in the law" that will be exploited by Asus to make gain.

But making more gain does not entitle Hasbro to take that money if that money was not supposed to get into their pockets at first glance when somebody bought the product.

If they manage to extort money to Asus, that would be bad for a free society because it would impose a precedent for big companies to rule how you compose sentences, by pushing new trademarks and using all the words in the dictionary in all of them.

That would eventually lead to new companies being unable to give a meaningful name to new brands.

Would you want that in a few hundred years product brands looked like this?

"gjkg675675 efg4r6"
"kuzrzi6t76 erg45"
"i7zu6t8 35t45" - oops invalid because "35t45" was already used by comapany X

RE: meh
By sviola on 12/22/11, Rating: 0
RE: meh
By rocketcuse on 12/22/2011 2:58:21 PM , Rating: 2
Have you heard of the Samsung Nexus Prime? I think you don't fully understand. Transformer is a basic word, like windows. transformer basically means to transform something into something. Example, a Transformer is... transfers an alternating current or voltage from one electric circuit to another, when used in the power industry. Hasbro definition, is to transform (ex..Optimus Prime)a ROBOT into a semi-truck. ASUS definition, is to transform a tablet to a notebook via a docking station. All three are different business units, with all three using the word transformer for a different meaning.

This nothing more than Hasbro feeling the financial pinch of the down economy and trying to make a fast buck.

Using YOUR logic, we wouldn't be able to call those clear panes on your house windows, because Microsoft trademarked windows!

RE: meh
By Subzero0000 on 12/22/2011 9:47:36 PM , Rating: 2
Have you heard of the Samsung Nexus Prime?

Do you realize they removed the word "Prime" and it is called "Samsung Galaxy Nexus" officially?

RE: meh
By Cheesew1z69 on 12/23/2011 9:47:54 AM , Rating: 2
And? Your point?

RE: meh
By Subzero0000 on 12/23/2011 7:56:46 PM , Rating: 2
Well, that's the wonder of marketing, to attract attentions.
It's pretty obvious that they use the name for free promotions.

Unless you don't watch movies, you should know that there have been 3 Transformers movies in the recent years, all done pretty well in box office.
It doesn't matter they are in different market, the third movie happens to be the same year (2011), those posters and trailers just boost the name further.

Asus marketing managers must be rocking their socks off when they come up with using the name. "Hey dude, the movie rocks and the name is really cool, it's gonna SOUNDS like our tablet can transform into robot!"

They get away with "Transformer" (without the "s"), but then add a "Prime" to it. That's just asking for trouble.

Even Galaxy Nexus removed the word "Prime" when released. There is no value to use the word "Prime", unless it's related to Transformers.

RE: meh
By jconan on 12/26/2011 4:10:29 AM , Rating: 2
even Amazon uses Prime for it's product/service Amazon Prime.

RE: meh
By Subzero0000 on 12/26/2011 9:56:09 AM , Rating: 2
Meh, Hello? Does Amazon use the word "Transformer"?
We are talking about Asus using Transformer + Prime, two words together.
Is it really that hard for you to understand?

Please give it some thought before commenting, thanks.

RE: meh
By nafhan on 12/22/2011 3:57:59 PM , Rating: 2
Interestingly, As of April, 2010, "Transformers Prime" IS owned by Hasbro: ( BUT, it's in the context of
--toy action figures; toy vehicles; toy robots covertible into other visual toy forms; board games; parlor games
--entertainment services, namely, an on-going animated television series in the field of children's entertainment

The word transformer by itself has 235 results:

What a mess... someone might have a claim against Asus, but I really don't see how Hasbro or the "Transformers" brand have been harmed in any meaningful way by a nice, yet only marginally successful tablet.

RE: meh
By rocketcuse on 12/22/2011 2:45:39 PM , Rating: 3
How is it close? Hasbro is transformerS (with an S)and Optimus Prime.

ASUS is transformer (NO s at the end)and Prime (NO Optimus precursor).

maybe the power companies will join the suit, after all, they used the word transformer and transformers LONG before Hasbro and ASUS did. Guess what? They all mean the same! They transform something into something.

RE: meh
By Fritzr on 12/22/2011 9:40:50 PM , Rating: 1
Add to that the possibility that Hasbro may well follow Leapfrog into the 'toy' computer tablet business. As it is Asus has introduced a tablet with branding that uses the Hasbro trademark in a manner intended to confuse anyone familiar with the cartoon series that Hasbro has a license from.

Can you just imagine the legal fun and games if Hasbro introduced THEIR new Transformer Tablet. Hasbro owns the rights to the trademark...It would be a Hasbro product using the licensed would also be directly in conflict with the Asus product branding. The lawyers would love it as Hasbro can legally release a Hasbro Transformers Prime tablet and cite their licensing agreement with the owners of the cartoon :D

The question for the courts is not "Does Hasbro sell a computer tablet" instead the question is "Does Asus infringe on a trademark that can be used for a future Hasbro product". The answer to the second question is yes. Whether Hasbro will put a tablet computer on the market (Leapfrog has shown that they can succeed) is irrelevant.

Actually nonfunctional toy computers have been available for some time now. So between the existing nonfunctional toys and the proven market for functional toys, there is plenty of room for Hasbro to compete directly with Asus.

RE: meh
By cwolf78 on 12/22/2011 1:31:41 PM , Rating: 2
The first thing I thought of when I heard "Transformer Prime" was that ASUS was following along with what other manufacturers are doing: Nexus Prime, etc.

Speaking of Nexus Prime, he was one of the 13 original Transformers. Might be why the name was changed to Galaxy Nexus when it launched.

RE: meh
By Camikazi on 12/22/2011 6:45:41 PM , Rating: 2
That is the first thing I thought of too, Asus following the Google naming and using Prime on their line tablets which transforms into notebooks.

RE: meh
By wallijonn on 12/22/2011 2:50:33 PM , Rating: 2
Everybody and their mother immediately though of "Optimus Prime" when they heard of the transformer prime tablet.

Actually, I thought of an A.C. transformer... Envisioned it, too.

RE: meh
By xSauronx on 12/22/2011 3:22:25 PM , Rating: 2
agreed. I had assumed that asus had bothered to get some kind of licensing agreement in place when they released the original transformer since they didnt get sued to start with. What a silly oversight to make.

RE: meh
By CZroe on 12/22/2011 5:27:19 PM , Rating: 2
Not true. I was just coming to comment specifically to say that it never even occurred to me. I am a child of the '80s too. "Transformer" means to change between forms, which makes perfect sense considering what it does. "Prime" means best to me (or first). Honestly, I thought of "Metroid Prime." *shrug*

Some people, man. Some people.

RE: meh
By robinthakur on 12/23/2011 6:21:34 AM , Rating: 2
Agreed, Asus is getting a free ride in much the same way as Motorola would be if they hadn't licensed the 'Droid' monicker, which is the most similar precedent. It is certainly the first thing I thought of, and since Dailytech inevitably usually puts a Transformers graphic on its stores relating to anything containing 'Transformer' or 'Prime' I'm not the only one.

Is it just me or is everybody in the tech field seemingly content to rip off everything these days? Asus' own Ultrabook certainly bears a very striking resemblence to the MBA, for example, far more than even Samsungs best attempts to ape Apple's every design move.

RE: meh
By jconan on 12/26/2011 3:31:54 AM , Rating: 2
It's a prodcut name of a different sort. It's not verbatim where someone can confuse a Jack Welch from a Jack Nicholson...

They didn't....
By Cheesew1z69 on 12/22/2011 11:28:43 AM , Rating: 1
Have a problem when the original Transformer came out, why now?

RE: They didn't....
By icrf on 12/22/2011 12:10:36 PM , Rating: 3
The addition of "Prime" to the name of its successor brings it ever closer. I don't think the problem is people will confuse them any more than people would confuse a Motorola Droid with a droid from Star Wars, but when an existing trademark is used, it implies it was somehow endorsed by the original, and that's why permission is formalized beforehand.

They likely picked the name due to the rumored "Nexus Prime" that became the "Galaxy Nexus," planning to piggy back off a completely different trademark.

RE: They didn't....
By Camikazi on 12/22/2011 6:47:28 PM , Rating: 2
It's a good thing that Hasbro doesn't have the words Prime, Transformer or Transformer Prime trademarked then huh?

RE: They didn't....
By amanojaku on 12/22/2011 12:26:42 PM , Rating: 5
Greedicron only just now ordered Hasbrotron to destroy Asusimus Prime and the Androidbot Matrix. But first Hasbrotron has a score to settle with Star Scream Sandwich...

RE: They didn't....
By adiposity on 12/22/2011 12:48:04 PM , Rating: 3
Since transformer is a word, that would have seemed pretty stupid.

"Transformer Prime," while still just a combination of two existing words, takes two trademarked terms from Hasbro and combines them. Still questionable, but they have a better chance of winning this one.

RE: They didn't....
By Cheesew1z69 on 12/22/2011 12:58:34 PM , Rating: 4
It's Transformer s and Optimus Prime, not Prime so not even close. IMO, Hasbro has no case.

RE: They didn't....
By rocketcuse on 12/22/2011 3:08:34 PM , Rating: 2
Hasbro may have a trademark for Transformers (with an S)and Optimus Prime (name given to a Hasbro Transformers toy)for manufacturing toys and movie deals.

They do NOT have a trademark on Transformer (NO s at the end) or the word Prime (NO Optimus in front) nor do they have one for Transformer Prime (No S or Optimus)

Transformer and Transformers are 2 different words as is Optimus Prime and Prime.

Hasbro pretty much has a limited trademark on the word transformer. Google transformer. A transformer, depending on who you talk to, was first used in conjunction with power. You know those things that like to blow now and then and cause power outages. just like Microsoft's limited trademark on windows.

RE: They didn't....
By adiposity on 12/22/2011 3:25:44 PM , Rating: 2
Yes, yes, I realize the trademarks are not for "Transformer" and "Prime".

To be more specific, ASUS is taking parts of two closely related Hasbro trademarks, and combining them into one product.

For example, don't you think I'd be sued for marketing a product called "Window Excels"?

RE: They didn't....
By B-Unit on 12/22/2011 4:20:20 PM , Rating: 2
Only if it were either a spreadsheet software or an operating system. If it were a glass cleaner, I would say your in the clear.

RE: They didn't....
By Cheesew1z69 on 12/22/2011 5:59:41 PM , Rating: 2
To be more specific, ASUS is taking parts of two closely related Hasbro trademarks, and combining them into one product
And? They are not infringing on any trademark by doing that.

RE: They didn't....
By Camikazi on 12/22/2011 6:52:10 PM , Rating: 2
If you were to make Window Excels and it ended up being software that competes with Microsoft Windows or Microsoft Excel then yes you would get sued since you are directly competing.

Now if your Window Excels is a product that has to do with making windows (the glass things) better or that your product excels at creating holes in walls then no Microsoft cannot sue you. That is how Trademarks work, they are limited in scope to the industry you are in, you cannot just have your trademark cover every single use of the word in every industry you want.

Why ban it?
By Paedric on 12/22/2011 11:32:02 AM , Rating: 2
While the lawsuit makes sense, why would Hasbro want to ban the tablet?
Wouldn't it be better for them to ask for royalties on each device sold?

I'm not really into conspiracy, but I wouldn't be surprised if there was a competitor backing Hasbro here.

RE: Why ban it?
By Cheesew1z69 on 12/22/2011 11:51:23 AM , Rating: 1
Likeeeeeeeeeee? Hmmm? I have a thought....

RE: Why ban it?
By ppardee on 12/22/2011 12:24:00 PM , Rating: 4
In trademark law there is a concept of dilution. Since they have a relatively weak trade mark (transformer was a word before they used it), they can't afford to have it used outside of the context of their brand any more than necessary. If they don't fight this, they may lose the right to fight other infringements.

Or they could just be feeling litigious.

RE: Why ban it?
By GatoRat on 12/22/2011 1:10:12 PM , Rating: 1
Because that's how these lawsuits work. Hasbro has to defend its trademark else it may lose it. They need to get ASUS to stand up and notice. They can't simply say, "you're using our trademark to your advantage, please stop, pretty please."

(And you know damn well than ASUS is piggy backing on the notoriety of the Transformer trademark. They decided to push the envelope with "Prime" and got snagged. ASUS knew this would happen and very likely already has an alternate name picked out. If they were surprised, their marketing people and lawyers are really dumb.)

RE: Why ban it?
By sviola on 12/22/2011 1:43:26 PM , Rating: 2
I would suspect that they already have money to do a deal with Hasbro. They were only testing the limits they could go with it. I won't be surprised if the next Tranformer laptop from asus uses the toy logo.

RE: Why ban it?
By jconan on 12/26/2011 3:38:21 AM , Rating: 2
Well hopefully ASUS and Hasbro can come up a new logo for Asus as Asus definitely seems to need a new one.

RE: Why ban it?
By sviola on 12/22/2011 1:53:36 PM , Rating: 2
I don't think there is any conspiracy at all. Requesting the ban will force Asus to settle sooner than a long judicial process would take.

Transformer Prime
By enad2k on 12/22/2011 11:35:11 AM , Rating: 2
"Free enterprise is the right of all sentient beings!"

RE: Transformer Prime
By ppardee on 12/22/2011 12:31:21 PM , Rating: 3
Freedom is dependent on mutually-respected boundaries. Free enterprise doesn't mean you can do anything you want (that's called anarchy). As soon as you start stepping on the rights of others, it is no longer free enterprise.

RE: Transformer Prime
By Kurz on 12/22/2011 1:00:09 PM , Rating: 2
Anarchy is not do anything you want.
"In the United States, the term "anarchy" typically is meant to refer to a society without a publicly enforced government or violently enforced political authority."

There are consquences for everything you do in an Anarchy atmosphere.

RE: Transformer Prime
By ppardee on 12/22/2011 5:01:38 PM , Rating: 2
You're thinking way too narrowly. Anarchy means the absence of government. No government means no rules (after all, if there were rules, they would be there because a governing body decided on a set of rules). No rules does NOT mean no consequences. There are consequences for every action you take regardless of what rules society decides to impose (or not impose). I never implied otherwise.

RE: Transformer Prime
By XSpeedracerX on 12/22/2011 1:01:02 PM , Rating: 2
Way to ruin the joke...

By NINaudio on 12/22/2011 11:29:50 AM , Rating: 3
Imagine if it used Nvidia's Optimus technology!

RE: Imagine...
By Chadder007 on 12/22/2011 11:31:16 AM , Rating: 2

RE: Imagine...
By Camikazi on 12/22/2011 6:53:57 PM , Rating: 2
Asus Transformer Prime no using Optimus tachnology. That's right this is a true Transformer "Optimus" Prime get one today!

Product sales down?
By ballist1x on 12/22/2011 12:29:17 PM , Rating: 1

Xmas has not been kind to the highstreet or toymakers in the UK market, im guessing this is replicated across a lot of the western world...

= sue anyone possible to make up the revenue.

RE: Product sales down?
By ppardee on 12/22/2011 12:43:24 PM , Rating: 2
Well... Wouldn't Hasbro also have gotten royalties from the Transformers movies? They also do video games (which have done remarkably well) and board games. They own Wizards of the Coast, Atari, Milton Bradley, Parker Brothers, Playskool, and TSR... I think they have a handle on the Christmas market.

They also own the G.I. Joe brand which is coming out with another movie next year. Unless they're really bad at managing their finances, I can't imagine they'd be hurting for cash.

RE: Product sales down?
By ppardee on 12/22/2011 12:46:28 PM , Rating: 2
Oh, they also make/sell NERF, Play-doh, Sesame Street toys, My Little Pony (which is bigger because of the animated series), Mr. Potato Head, Tinker Toys, and Star Wars merchandise.

By hoohoo51 on 12/22/2011 2:14:13 PM , Rating: 2
the reason there were never anymore of the porkchop sandwiches was becasue hasbro sent my friend that was making them a cease and desist. there were supposed to be 30 gi jo psa's. even thought he was still using it under "fair use" as it was a parody and clearly not the same cartoon

RE: hasbro
By espaghetti on 12/22/2011 3:58:42 PM , Rating: 2
If you actually know that guy, tell him I said now i know!!
and thanks.

Better idea
By Quadrillity on 12/22/2011 1:58:30 PM , Rating: 1
If anyone over at Hasbro had half a brain, they would build an agreement to license the trademark, make a percentage of the profits, and buy stock in Asus. This company already has an extremely high reputation for quality products and service.

But we all know that Hasbro will end up filing a lawsuit, spending money, and look like the bad guys in the end. Why can't they just say: "ok, we had a second thought, and would like to endorse your fine product." That way, when the tablet is a huge success that will bleed over to Hasbro as well. If I worked at Hasbro, I would have call Asus FIRST asking that they purposefully use the Transformers image and name!! WHERE IS THEIR MARKETING DEPARTMENT?!

RE: Better idea
By Steve1981 on 12/22/2011 2:11:18 PM , Rating: 2
It's a modified carrot and stick approach.

First you beat the donkey senseless so that it knows who's boss (sue to get the product removed from the market). When the donkey is ready to submit to you, shove the carrot up its butt (royalties). It won't much care for that either, but if you've still got the stick ready to go, it'll submit.

Anything for a quick buck...
By AMDftw on 12/22/2011 11:26:35 AM , Rating: 2
enough said.

Who the...
By CK804 on 12/22/2011 12:33:53 PM , Rating: 2
...hell would name their tablet after an animated series? The initial thing I thought of when I first saw this on the market was the Transformers movie. Seriously, why is it so hard for Taiwanese companies of this size to hire American marketing firms? Do they just not care? I remember when Asus once marketed their motherboards as "heart touching". Gee, I never knew people could grow so emotionally attached to their computer components. Actually, now that I think about it, that motherboard could be heart-touching when somebody tries to resuscitate me after I have a heart attack from attempting to follow one of their Engrish instruction manuals.

Change of heart
By karndog on 12/22/2011 12:47:45 PM , Rating: 2
When i read the title of the article i thought "great another frivolous patent/trademark lawsuit.. Transformers were used long before the cartoon you know Hasbro.." But after reading the first couple of paragraphs and learning the device is not just called "Transformer" (which would've been fine IMO), but "Transformer Prime" made me side with Hasbro on this one.
I mean seriously, cmon Asus.. you're just asking for trouble. It's a blatant rip off and a lame attempt to cash in on the popularity of the franchise without paying any licensing fees.
Come up with something original yourselves.

Though i do agree Hasbro should NOT be entitled to any damages whatsoever since they don't have a competing product, i do think they are more than entitled to pursue an injunction to stop Asus from selling the device with it's current name. If by some small chance the tablet ends up being a piece of junk, has a high failure rate or a fire hazard etc, then it could be argued that not so knowledgeable people would associate the faulty Asus product with Hasbro's own franchise.

Are they suing
By Sylar on 12/22/2011 3:25:41 PM , Rating: 2
for the use of "Transformer" or the combination of the 2? Because the Transformer has been out for quite a while now so if they're suing because of Prime then maybe ASUS should just rename it Transformer <something else>.

By delphinus100 on 12/23/2011 4:38:54 PM , Rating: 2
There's more than meets the eye, to all this...

GE/Westinghouse sue Hasbro..?
By nocturne_81 on 12/24/2011 7:02:38 AM , Rating: 2
Geek as I am, first thing that comes to mind is an electrical transformer.. So, whoever coined the term 'transformer' over a century ago has the right to sue Hasbro, right? Or lets take it a step further, go back a few hundred years into the etymology of the term 'transform'...

This is just as ridiculous as the BBM vs BBm argument..

holy crap!
By ultramegastupid on 12/27/2011 12:25:31 AM , Rating: 2
If only the Asus Transformer Prime features nVidia Optimus technology.... :D LOL

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