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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12/22/2011 12:33:53 PM
...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.
“And I don't know why [Apple is] acting like it’s superior. I don't even get it. What are they trying to say?” -- Bill Gates on the Mac ads
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