Feeds

Hasbro sues Asus over Transformer Prime moniker

Tablet ambitions held at Bay?

5 things you didn’t know about cloud backup

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
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
Samsung Gear S: Quick, LAUNCH IT – before Apple straps on iWatch
Full specs for wrist-mounted device here ... but who'll buy it?
Apple promises to lift Curse of the Drained iPhone 5 Battery
Have you tried turning it off and...? Never mind, here's a replacement
Now that's FIRE WIRE: HP recalls 6 MILLION burn-risk laptop cables
Right in the middle of Burning Mains Man week
HUGE iPAD? Maybe. HUGE ADVERTS? That's for SURE
Noo! Hand not big enough! Don't look at meee!
AMD unveils 'single purpose' graphics card for PC gamers and NO ONE else
Chip maker claims the Radeon R9 285 is 'best in its class'
Chumps stump up $1 MEELLLION for watch that doesn't exist
By the way, I have a really nice bridge you might like...
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.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.