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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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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.

"If they're going to pirate somebody, we want it to be us rather than somebody else." -- Microsoft Business Group President Jeff Raikes

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