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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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Change of heart
By karndog on 12/22/2011 12:47:45 PM , Rating: 2
When i read the title of the article i thought "great another frivolous patent/trademark lawsuit.. Transformers were used long before the cartoon you know Hasbro.." But after reading the first couple of paragraphs and learning the device is not just called "Transformer" (which would've been fine IMO), but "Transformer Prime" made me side with Hasbro on this one.
I mean seriously, cmon Asus.. you're just asking for trouble. It's a blatant rip off and a lame attempt to cash in on the popularity of the franchise without paying any licensing fees.
Come up with something original yourselves.

Though i do agree Hasbro should NOT be entitled to any damages whatsoever since they don't have a competing product, i do think they are more than entitled to pursue an injunction to stop Asus from selling the device with it's current name. If by some small chance the tablet ends up being a piece of junk, has a high failure rate or a fire hazard etc, then it could be argued that not so knowledgeable people would associate the faulty Asus product with Hasbro's own franchise.




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