Hasbro Sues ASUS Over "Transformer" Trademark
December 22, 2011 11:08 AM
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ASUS Transformer Prime tablet
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
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: They didn't....
12/22/2011 12:10:36 PM
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....
12/22/2011 6:47:28 PM
It's a good thing that Hasbro doesn't have the words Prime, Transformer or Transformer Prime trademarked then huh?
"Let's face it, we're not changing the world. We're building a product that helps people buy more crap - and watch porn." -- Seagate CEO Bill Watkins
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