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 9:22:17 PM
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?
"I f***ing cannot play Halo 2 multiplayer. I cannot do it." -- Bungie Technical Lead Chris Butcher
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