Hasbro Sues ASUS – Transformer Prime Laptop In Disguise?

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Is the ASUS Transformer Prime a Tablet or Laptop?

HASBRO will sue ASUS over what they believe is a copycat name from their famous 1980’s television series.

We all remember the transformers cartoons from the 1980’s and the new variations on a theme, though you may not be aware that the toy firm HASBRO owns the transformers brand and line, and they have not been too happy that ASUS have decided to release a “transformer” tablet model and even worse in their eyes, added the term “Prime” onto the end.

Hasbro Sue ASUS
Hasbro Sue ASUS

So with the slightly random ASUS Transformer Prime release schedule rolling out in the US, we examine what areas HASBRO have issues with.

Yes, Optimus prime was the leader of the transformers, who battled the decepticons in every episode, using their ingenious and thoroughly outrageous method of “transforming”.

HASBRO are quoted saying:

“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.”

How they actually hope to prove that the word “transformer” and “prime” will have any benefit to ASUS driven from the television series or any detriment to HASBRO or the brand “Transformers” is beyond me, unless they own the copyright to very commonly used words, which they do not, then I see no way of this holding up and is seemingly an exercise in futility.

Can HASBRO really sue though?

Well they can always have go, the only real leg they have to stand on, is if they could prove that buyers of the new tablet could for one minute be under the belief that they were buying a licensed product in the ASUS Transformer Prime tablet, but it would seem a little far fetched that they would ever get anywhere as they both operate in such different markets. With ASUS hardly copying anything other than two words that are in common use anyway, but….the ASUS Transformer Prime can go from Tablet PC into Laptop in a few small moves, exactly like Optimus prime did, well…dont be stupid, its a sodding computer not a kids toy (arguably I suppose).

HASBRO you risk looking more ridiculous than if you just kept your nose out of this issue, as I see no benefit from starting another legal war related to mobile technology….spare us more of these stories for 2012 please.

Anthony Munns