Asus Transformer Prime Mini At CES 2012 Plus Other Rumoured Models

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is the Transformer Prime Mini even legal?

It is thought that ASUS will be revealing a new mini version of the Asus transformer prime tablet that currently sees them under scrutiny from Hasbro over the use of the words “transformer” and “prime”.

Asus Transformer Prime Mini Tablet
Asus transformer prime mini tablet

The Consumer Electronics Show (CES) this month in Las Vegas will see the arrival of many new models and it is expected that it will be the showcase of the new ASUS transformer mini.

The new version is thought to be a 7 inch model of the 10 inch version, which will come with a smaller keyboard dock, the signature of the Asus Transformer Prime.

Asus want to be big in 2012 and distinctive:

There is expected to be a few other arrivals at the CES show and these include:


  • Asus Padfone, a 4.3-inch Ice Cream Sandwich based smartphone which has the ability to turn into a tablet via a 10.1-inch touchscreen dock.
  • 7-inch version of the Eee Memo Pad, with a rumoured 1.2 Ghz Snapdragon processor, 1280×800 resolution display, with Wi-Fi and 3G options.


Will they keep the transformer name?

With Hasbro genuinely unhappy about the choice of names of the Asus transformer tablet, it may be unwise to carry on this potential legal disaster to another model even though in my eyes it seems pretty far fetched that they would have a leg to stand on, I am no lawyer and would not be the best person to pontificate on any outcome here, so if I was Asus, airing on the side of caution would be my instinct, especially as the transformers brand is growing from strength to strength currently.

Hasbro filed the action to sue in a LA court stating that the use of the term could lead to consumer confusion, and has requested that compensation be paid for damages related to the use of the term in current and future products.

Can the word “transformer” really be trademarked/patented/copyrighted?

Are you a lawyer in this field in the US?

If so, please do shed some light on the issue if you are, as it seems far fetched to me.

Barbara Finigan, Hasbro’s chief legal officer, said in a statement.

“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….the Transformers property is an incredibly popular global brand which enjoys tremendous fan support and interest around the world. The action we have announced today is in the best interests of our company and our shareholders.”

So like Apple, they are not taking things lightly and I am actually really excited to see what the outcome will be on this one.

Though if I was Asus I would counter sue Hasbro for making my new line of tablets sound like they are a kids toy….we had all pretty much forgotten the name until recently!…How rude Hasbro how rude.

Anthony Munns