Hasbro Sues Asustek for "Transformer", "Prime" Names

Asustek Sued for Naming of Transformer Prime

by Anton Shilov
12/22/2011 | 04:27 PM

Hasbro, a maker of toys and various content, has sued Asustek Computer for use of the words "Transformer" and "Prime" in the name of the company's latest media tablet. The outcome of the suit is completely unclear, but it will definitely attract attention to the Nvidia Tegra 3-powered Asus Transformer Prime tablet.


"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," a statement by Hasbro published by PaidContent web-site reads.

Even though Asustek Computer has never publicly associated its media tablets with optional keyboards with the Transformers toys or universe, the word "Prime" in the name of the latest slates clearly points to Optimus Prime, the head of Autobots in the Transformers universe. Hasbro believes that Asustek's tablets confuse end-users and attempt to attract attention using a well-known name.

Asus Transformer Prime tablet is powered by Nvidia Tegra 3 system-on-chip with four high-performance ARM Cortex-A9 cores, low-power ARM Cortex-A9 core, GeForce-class graphics engine and various special-purpose hardware. The system boasts with 1280*800 screen as well as optional keyboard.

Asustek did not comment on the news-story.