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.
This article is over a month old, voting and posting comments is disabled
12/23/2011 7:56:46 PM
Well, that's the wonder of marketing, to attract attentions.
It's pretty obvious that they use the name for free promotions.
Unless you don't watch movies, you should know that there 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 is really cool, it's gonna SOUNDS like our tablet can transform into robot!"
They get away with "Transformer" (without the "s"), but then add a "Prime" to it. That's just asking for trouble.
Even Galaxy Nexus removed the word "Prime" when released. There is
to use the word "Prime", unless it's related to Transformers.
12/26/2011 4:10:29 AM
even Amazon uses Prime for it's product/service Amazon Prime.
12/26/2011 9:56:09 AM
Meh, Hello? Does Amazon use the word "Transformer"?
We are talking about Asus using Transformer + Prime, two words together.
Is it really that hard for you to understand?
Please give it some thought before commenting, thanks.
"We can't expect users to use common sense. That would eliminate the need for all sorts of legislation, committees, oversight and lawyers." -- Christopher Jennings
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