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Hasbro Sues ASUS Over Transformer Prime Name
By Seow Tein Hee - on 22 Des 2011, 10:33am

Hasbro Sues ASUS Over Transformer Prime Name

No, this is not the Optimus Prime you're looking for inside the ASUS Eee Pad Transformer Prime.

This was bound to happen, and let's just say none of us are surprised. Toy maker Hasbro, well known for its Transformers toys, is suing ASUS over the Transformer Prime name that's used for the company's upcoming quad-core tablet, the ASUS Eee Pad Transformer Prime.

Hasbro filed the lawsuit in a Los Angeles federal court last week, with an email statement sent out to paidContent which states the following

"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.”

While the toy maker is seeking damages from ASUS, the real concern comes from Hasbro's request for a temporary injunction to prevent ASUS from selling the Transformer Prime tablet through Amazon and other retailers in the United States. This could potentially dampen ASUS' early attempts to wrestle the tablet market share from Apple and its rumored upcoming iPad 3.

Given how the ASUS Transformer Prime tablet doesn't even come close to transforming into a semi-truck, or resemble any of the Primes in the Transformers lineup, it's kind of a long stretch to see how tablet buyers will confuse a tablet with the leaders of the Autobots. The only transformation that you'll see out of the ASUS tablet, is having the slate dock with its detachable keyboard and looking very much like a notebook.

However, the trademarks cited by Hasbro also includes a pending trademark for "Transformers Prime", an animated series that has finished its first season, with a second season coming soon. If anything, this particular trademark could be used to Hasbro's advantage.

ASUS has 21 days to respond to the complaint, and we are currently reaching out to ASUS for a statement regarding this lawsuit.

Source: mocoNews via The Verge