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Hasbro sues ASUS for 'stealing' Transformer Prime name

updated 07:10 pm EST, Wed December 21, 2011

Hasbro says ASUS stole Transformer name without OK

Hasbro late last week sued ASUS for allegedly violating its trademarks with the Transformer Prime. The toy designer claims ASUS is too close to blending the Transformers and Optimus Prime names. In a statement, Hasbro asserted that ASUS was effectively banking on association with the legendary animated show, comics, and toys to sell the Transformer Prime.

"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," the company said in a statement.

While ASUS may be counting on the clear difference between a tablet and Hasbro's line as a legal safety net, the diversity of Hasbro's range may create enough of a conflict to force a name change. Many buyers have made the link themselves between the Transformer Prime and Optimus Prime, and although few if any suggest it's an official product, they may incorrectly believe that ASUS had gotten permission to use the name.

ASUS was hoping to claim an early advantage against the iPad 3 and other rivals by shipping the first quad-core Android tablet, but it has faced multiple delays and now risks a US ban even before most of the pre-orders have been fulfilled. [via mocoNews]

By Electronista Staff


  1. Haroscarfel

    Fresh-Faced Recruit

    Joined: Nov 2007



    I was wondering when they'd step in. Good for them. its pretty blatant.

  1. BigMac2

    Forum Regular

    Joined: Dec 2000


    About time...

    it was obvious this was subject for lawyers to make money.

  1. bigmig

    Fresh-Faced Recruit

    Joined: Jan 2004



    Good luck with that one Asus, I don't think your supposed 3G patents will help you here.

  1. slapppy

    Fresh-Faced Recruit

    Joined: Mar 2008



    Thank goodness. Using that name for a tablet is supremely STUPID!

  1. Salty

    Professional Poster

    Joined: Jul 2005


    And Asus sues back ...

    Asus then will sue back claiming that Hasbro has been infringing on it's patents related to ... ... ... something? I'm sure they'll make something up. Whoever thought this was going to fly was an idiot. I'm amazed they didn't license it. I'm also amazed Asus didn't get sued over the original Transformer. Fact is they're two products marketed to geeks.

  1. Bobfozz

    Fresh-Faced Recruit

    Joined: Jul 2008


    Asian rip off artists

    It's taken years hasn't it before these pirates are being put in their place. Somehow Japan missed out on all this, but the rest were in "coast" mode. Asians are supposedly very bright in math, engineering, etc. Are they not so bright in "imagination" when it comes to doing something original? Original work usually costs $$$ and that increases the price of the product and starts making them in more alignment with the costs of the rest of the world. Sorry ASUS, no one cares about you!

  1. facebook_Brandon

    Via Facebook

    Joined: Dec 2011


    Thought it sanctionied

    I for one figured they were liciensing it droid style

  1. facebook_Zhu

    Via Facebook

    Joined: Dec 2011



    Why sue ? Just send over the Decepticons and beat that a** up

  1. jink

    Fresh-Faced Recruit

    Joined: Jan 2009


    Patently Silly World

    I think English speakers of the world should put together a class action and litigate the pants off all foreign companies using english in any of their product names.

    Comment buried. Show
  1. chippie

    Fresh-Faced Recruit

    Joined: May 2009


    Well, Hasbro's May Be Found To

    be stretching things. Cartoon and action figures mistaken for tablet computer with keyboard? A good judge will have quite a laugh throwing this suit out!

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