Transformer Prime Trademark the Subject of Legal Battle Between Asus, Hasbro

Toy-maker Hasbro is initiating a lawsuit against electronics-maker Asus for the Transformer and Transformer Prime trademarks. The former is alleging that the latter’s use of the marks for its Tegra 3-powered Android tablet may cause confusion with its toys and film franchise.

In a lawsuit filed late last week, Hasbro says that the Transformer Prime name used for the tablet is a mash-up of the Transformers and Optimus Prime marks that it owns and alleges that Asus is leveraging the similarities in branding to capitalize on brand recognition from the animated show, comics, toys, and movies.


It’s unclear if Hasbro will force Asus to change the name of its tablet or if the two companies could agree to a monetary settlement resulting in Asus licensing the trademarked name for use.

The Transformer Prime is Asus’ second-generation tablet following the successful debut of the original Eee Pad Transformer. The Transformer Prime makes use of a laptop keyboard dock accessory that effectively transforms the gadget from a tablet form factor to that of a notebook or netbook.

Via: Electronista