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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: They didn't....
By rocketcuse on 12/22/2011 3:08:34 PM , Rating: 2
Hasbro may have a trademark for Transformers (with an S)and Optimus Prime (name given to a Hasbro Transformers toy)for manufacturing toys and movie deals.

They do NOT have a trademark on Transformer (NO s at the end) or the word Prime (NO Optimus in front) nor do they have one for Transformer Prime (No S or Optimus)

Transformer and Transformers are 2 different words as is Optimus Prime and Prime.

Hasbro pretty much has a limited trademark on the word transformer. Google transformer. A transformer, depending on who you talk to, was first used in conjunction with power. You know those things that like to blow now and then and cause power outages. just like Microsoft's limited trademark on windows.

RE: They didn't....
By adiposity on 12/22/2011 3:25:44 PM , Rating: 2
Yes, yes, I realize the trademarks are not for "Transformer" and "Prime".

To be more specific, ASUS is taking parts of two closely related Hasbro trademarks, and combining them into one product.

For example, don't you think I'd be sued for marketing a product called "Window Excels"?

RE: They didn't....
By B-Unit on 12/22/2011 4:20:20 PM , Rating: 2
Only if it were either a spreadsheet software or an operating system. If it were a glass cleaner, I would say your in the clear.

RE: They didn't....
By Cheesew1z69 on 12/22/2011 5:59:41 PM , Rating: 2
To be more specific, ASUS is taking parts of two closely related Hasbro trademarks, and combining them into one product
And? They are not infringing on any trademark by doing that.

RE: They didn't....
By Camikazi on 12/22/2011 6:52:10 PM , Rating: 2
If you were to make Window Excels and it ended up being software that competes with Microsoft Windows or Microsoft Excel then yes you would get sued since you are directly competing.

Now if your Window Excels is a product that has to do with making windows (the glass things) better or that your product excels at creating holes in walls then no Microsoft cannot sue you. That is how Trademarks work, they are limited in scope to the industry you are in, you cannot just have your trademark cover every single use of the word in every industry you want.

"The whole principle [of censorship] is wrong. It's like demanding that grown men live on skim milk because the baby can't have steak." -- Robert Heinlein

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