Feeds

Hasbro sues Asus over Transformer Prime moniker

Tablet ambitions held at Bay?

Boost IT visibility and business value

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. ®

The essential guide to IT transformation

More from The Register

next story
Top Gun display for your CAR: Heads-up fighter pilot tech
Sadly Navdy kit doesn't include Sidewinder missile to blast traffic
FEAST YOUR EYES: Samsung's Galaxy Alpha has an 'entirely new appearance'
Wow, it looks like nothing else on the market, for sure
YES YES YES! Apple patents mousy, pressure-sensing iVibrator
Fanbois prepare to experience the great Cupertin-O
TV transport tech, part 1: From server to sofa at the touch of a button
You won't believe how much goes into today's telly tech
NVIDIA claims first 64-bit ARMv8 SoC for Androids
Mile-High 'Denver' Tegra K1 successor said to rival PC performance
XBOX One will learn to play media from USB and DLNA sources
Hang on? Aren't those file formats you hardly ever see outside torrents?
Giving your old Tesco Hudl to Auntie June? READ THIS FIRST
You can never wipe supermarket slab clean enough
Intel admits: Broadwell Core M chip looking a bit thin, no fans found at all
Chipzilla's 'cool' 14nm part to hit market this year
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
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.