Hasbro sues Asus over Transformer Prime tablet

Hasbro sues Asus over Transformer Prime tabletIt’s not like I hadn’t made the association, but reading or writing about the Asus Transformer Prime tablet doesn’t necessarily conjure images of the late Optimus Prime.

One company who definitely can’t get over the Transformer Prime’s name, however, is Hasbro, and the toy manufacturer has subsequently decided to sue Asus.

We’ve already had the Asus Eee Pad Transformer, a whole range of Optimus goodies from LG, and then there’s the HTC Prime. All fairly innocent names independently, but combine two of ‘em and we’re into dangerous territory.

In a statement to PaidContent, Hasbro explains: “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.”

Would anyone really buy an Asus Transformer Prime simply because of a vague and entirely unofficial association (in name only) with Optimus Prime? I could understand if the tablet was red, blue and silver, but come on.

The lawsuit was filed in Los Angeles last week. If Hasbro gets its way, we imagine Asus will opt for a significantly less controversial name, like the Eee Pad Transformer 2. Yawn.

Read more about: Asus Eee Pad Transformer PrimeAndroid

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tapiochre  Dec. 22, 2011 at 12:24

You're forgetting - companies HAVE to protect their trademarks and patents. If there ever came a time when they really needed to take a company to court as a competitor was taking the p*ss, then the defence is that they never exerted their rights as the holder. The law is clear on that one. Hence the wording "underscores yet again Hasbro’s willingness to pursue companies who misappropriate our intellectual property " - it's so they can demonstrate that they were fullfilling their obligations as the trademark owner. I think they'd much rather not bother.

Certinfy  Dec. 22, 2011 at 16:29

Haha! Now this is something worth suing about! Apple should take note.


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