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 1:58:30 PM
If anyone over at Hasbro had half a brain, they would build an agreement to license the trademark, make a percentage of the profits, and buy stock in Asus. This company already has an extremely high reputation for quality products and service.
But we all know that Hasbro will end up filing a lawsuit, spending money, and look like the bad guys in the end. Why can't they just say: "ok, we had a second thought, and would like to endorse your fine product." That way, when the tablet is a huge success that will bleed over to Hasbro as well. If I worked at Hasbro, I would have call Asus FIRST asking that they purposefully use the Transformers image and name!! WHERE IS THEIR MARKETING DEPARTMENT?!
RE: Better idea
12/22/2011 2:11:18 PM
It's a modified carrot and stick approach.
First you beat the donkey senseless so that it knows who's boss (sue to get the product removed from the market). When the donkey is ready to submit to you, shove the carrot up its butt (royalties). It won't much care for that either, but if you've still got the stick ready to go, it'll submit.
"Intel is investing heavily (think gazillions of dollars and bazillions of engineering man hours) in resources to create an Intel host controllers spec in order to speed time to market of the USB 3.0 technology." -- Intel blogger Nick Knupffer
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