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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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RE: meh
By Vertigo2000 on 12/22/2011 1:52:13 PM , Rating: 5
A "McDonald Mac" Chili-mac from Wendy's would not be legit. You're talking about a direct competitor to McDonalds using their name as one of Wendy's own products.

The Transformer Prime situation is different. You have 2 companies in 2 completely industries marketing 2 completely different products designed for 2 completely different uses to 2 completely different market segments. Toys to kids to play with vs tablet to general population for variety of different tasks.

RE: meh
By sviola on 12/22/2011 2:18:43 PM , Rating: 2
So, by your view, it would be ok for Hasbro to release a toy named iPhone (no pun intended), considering that Apple and Hasbro are on different markets?

RE: meh
By Camikazi on 12/22/2011 6:40:31 PM , Rating: 5
iPhone is a registered trademark, plus it's Apple so they would sue. Hasbro has Transformers and Optimus Prime not Transformer Prime. Trademarks are exact not looks like or is close too.

RE: meh
By maevinj on 12/22/2011 3:12:05 PM , Rating: 3
Yeah, but look how Verizon has to license the word "droid" from LA. Would you ever confuse a cell phone called droid with something from Star Wars? I wouldn't.

RE: meh
By Souka on 12/22/2011 4:10:02 PM , Rating: 2

"This is the droid I'm looking for"

RE: meh
By TheRequiem on 12/22/2011 4:17:31 PM , Rating: 2
Thank you for the clarification... saved me from having to type. =)

RE: meh
By Fritzr on 12/22/2011 9:22:17 PM , Rating: 1
Toys and computer tablets are not different markets

The LeapPad is a "toy" that is also a fully functional computer tablet.

Asus is using a variant of a Hasbro trademark that IS causing confusion for some consumers. While the Asus Transformer may refer to it's ability to transform from a tablet to a netbook, that just reinforces the connection to the Hasbro trademark. Especially with the Prime added to remind Transformer fans of Optimus Prime.

If Asus is allowed to keep the Transformer Prime name and Hasbro brings out a Transformer tablet based on their Transformers toy line who sues who?

Would Asus have a case because Hasbro is then infringing on the Asus Transformer brandname or would Asus be infringing because Hasbro started selling a tablet computer using their tie in to the Transformers cartoon series?

RE: meh
By tamalero on 12/26/2011 5:59:45 AM , Rating: 2
a pad is a toy for adults ;)

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