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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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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.

"And boy have we patented it!" -- Steve Jobs, Macworld 2007

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