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ASUS Transformer Prime tablet  (Source: hothardware.com)

Optimus Prime  (Source: tfwiki.net)
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.

Source: paidcontent.org



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

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.


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