Court Grants Asus Rights to Use "Transformer" Brand

Hasbro Fails to Forbid Asus to Use "Transformer" Name

by Anton Shilov
03/27/2012 | 10:27 PM

Hasbro, a leading maker of toys and board games, has failed to persuade the U.S. court that Asustek Computer infringes its intellectual properties by using the name "Transformer" to call its tablets with optional keyboards. The court says that Asus' tablets will not confuse end-users with their name and that they in fact use the term "transformer" accurately, as Eee Pads can be transformed.


“There is nothing gimmicky about the Eee Pad Transformer or the Eee Pad Transformer Prime, nor can it be said that there is any similarity in the use or function between Hasbro and Asus’s products. [...] The word 'transformer' is an accurate description because it can 'transform' into a laptop computer when attached to its accompanying QWERTY keyboard dock,” the court ruling reads, reports paidContent web-site.

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.

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.

"Hasbro strongly disagrees with the Court’s decision not to preliminarily enjoin Asus’ use of those marks, however we were pleased with the Court’s views on the strength of Hasbro’s Transformers and Transformers Prime marks. While the case proceeds toward trial, Hasbro will continue to actively pursue this matter and will take all steps necessary to protect its globally recognized and established marks," a statement by Hasbro reads.