Feeds

Hasbro sues Asus over Transformer Prime moniker

Tablet ambitions held at Bay?

Security for virtualized datacentres

Toy maker Hasbro is suing computer manufacturer Asus for daring - allegedly - to name an Android tablet after one of its biggest money spinners.

Yes, Hasbro owns the Transformers line, and is annoyed not only that Asus has released the Eee Pad Transformer but also added the word 'Prime' to the end of the product's moniker.

Optimus Prime, as any ten-year-old or Michael Bay will tell you, is the leader of the goodie Transformers, known for their multi-pivot limbs and cunning disguises.

Hasbro's legal assault team attempts to impede Asus tablets' entry into Blighty

Said the plastic figure giant: "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."

We'd argue the company doesn't have a (retractable) leg to stand on.

Lots of companies share names, but provided they operate in very different markets, that is considered reasonable and not an invasion of either's territory.

Then there's the fact that while Transformers are robots that ingeniously 'transform' from humanoid figures into a vehicles, the Transformer Prime is a two-part unit that intentionally comes apart.

Asus Eee Pad Transformer TF101

Robot in disguise?

The only Transformers that ever came apart are those yanked to bits by irate youngsters unable to get them to transform correctly.

Transformers are brightly coloured. Transformer Primes comes in dull, gun-metal grey and a bronzy colour Asus calls 'champaign'.

Presumably, with a five-core Nvidia Tegra 3 chip on board, the Prime will fizz when in arrives early next year.

If it does, of course - Hasbro lawyers will undoubtedly seek to block its entry into the US and possibly elsewhere too. ®

Intelligent flash storage arrays

More from The Register

next story
Tim Cook: The classic iPod HAD to DIE, and this is WHY
Apple, er, couldn’t get the parts for HDD models
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
Caterham Seven 160 review: The Raspberry Pi of motoring
Back to driving's basics with a joyously legal high
Back to the ... drawing board: 'Hoverboard' will disappoint Marty McFly wannabes
Buzzing board (and some future apps) leave a lot to be desired
ICO warns UK broadcasters over filming using drones
Must comply with data protection rules, m'kay?
prev story

Whitepapers

Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
New hybrid storage solutions
Tackling data challenges through emerging hybrid storage solutions that enable optimum database performance whilst managing costs and increasingly large data stores.
Website security in corporate America
Find out how you rank among other IT managers testing your website's vulnerabilities.