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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 Reclaimer77 on 12/22/2011 7:33:50 PM , Rating: 0
Get real. The first time I saw the Transformer Prime, I immediately thought they had a deal with Hasbro, because anyone can see the connection.

Well I'm not 12 years old, so I didn't think that. And since when did we base laws on what your initial "thought" about something was anyway?

Just how much of the English language do you want to see copyrighted in the first place? I can't believe idiots like you support this kind of crap.

Transformer is simply taking the word "transform" and making it a verb by adding the "er" to the end. The term has been used FOREVER as a "transformer" is an electrical component. They didn't even make up a term here, it's from the dictionary!

The Prime actually DOES transform from a tablet to a laptop, so I think it's fitting. How in the world do you figure Asus did this blatantly to boost sales or to hurt Hasbro is amazing to me. They are to entirely different markets! Nobody looking for a pad thinks "hey, is that the OPTIMUS PRIME tablet/laptop!!!?? I gotta buy that cause I loved cartoons in the 1980's!!!" LOL, seriously, are you kidding me.

So things like a "McDonald Mac" chili-mac from Wendy's would also be perfectly legit according to you

McDonald's is a proper noun. Maybe you missed this in elementary school English? This isn't even close to the same thing man. The founders of McDonalds didn't crack open a dictionary like Hasbro and say "oh this word looks cool, let's use that!".

RE: meh
By Reclaimer77 on 12/22/11, Rating: 0
RE: meh
By Subzero0000 on 12/22/2011 9:41:11 PM , Rating: 2
Well I'm not 12 years old, so I didn't think that. And since when did we base laws on what your initial "thought" about something was anyway?

Well, that's the wonder of marketing, to attract attentions.
They are not targeting rational people like you. It's pretty obvious that they use the name for free promotions.

Unless you don't watch movies, you should know that have been 3 Transformers movies in the recent years, all done pretty well in box office.
It doesn't matter they are in different market, the third movie happens to be the same year (2011), those posters and trailers just boost the name further.

Asus marketing managers must be rocking their socks off when they come up with using the name. "Hey dude, the movie rocks and the name sounds really cool, it's gonna SOUNDS like our tablet can transform into robot!"

They get away with "Transformer" (without the "s"), then add a "Prime" to it. That's just asking for trouble.
Even Galaxy Nexus removed the word "Prime" when released. There is no value to use the word "Prime", unless it's related to Transformers.

You have to be really ignorance (and stubborn) to justify their motive.

"It's okay. The scenarios aren't that clear. But it's good looking. [Steve Jobs] does good design, and [the iPad] is absolutely a good example of that." -- Bill Gates on the Apple iPad

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