Hasbro Sues Asus Over the Name Transformer Prime

Illustration for article titled Hasbro Sues Asus Over the Name Transformer Prime

I don't know about you, but I often get confused between fictional robots that can assume the form of everyday objects, and fancy new Android tablets. Fortunately, toymaker Hasbro feels my pain.

Last week Hasbro sued Asus over the name of its Transformer Prime tablet. Specifically, Hasbo's citing trademark 85008156, a pending trademark for "Transformers Prime," its 2010 animated series.

I guess it's easy to see why: Transformers, Optimus Prime, Transformers Prime, Transformer Prime. I can't tell which is which!

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Seriously, though, surely this is a desperate attempt to win some cash on Hasbro's part, rather than — as they claim — "aggressively protect[ing] its brands". Come on. Who's going to order an Asus tablet in error when what they really wanted was a model of Bumblebee? Yeah, exactly: nobody. [Moco News via The Verge; Image: Sudhamshu]

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DISCUSSION

ezrashapiro
ezrashapiro

"surely this is a desperate attempt to win some cash on Hasbro's part" Really? Why precisely did Asus decide on the name Transformer Prime? Note that Asus wasn't sued for calling the previous iteration Transformer. If McDonald's started making a burger called the McBurg Air claiming the bun was exceptionally light, I don't think Apple's legal team would let it slide. The names of products are as important as the quality these days and Asus ripped off someone else's idea (at the new height of Transformer's popularity after 3 movies and a new TV series that's been very successful) to name their tablet and perhaps make a lot of extra cash a result. Hasbro, which has been careful for around 20 years to protect the Transformer's name, despite having no super popular TV show, movie, or toys, should sue them accordingly.