Feeds

Hasbro sues Asus over Transformer Prime moniker

Tablet ambitions held at Bay?

High performance access to file storage

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. ®

High performance access to file storage

More from The Register

next story
Report: Apple seeking to raise iPhone 6 price by a HUNDRED BUCKS
'Well, that 5c experiment didn't go so well – let's try the other direction'
Video games make you NASTY AND VIOLENT
Especially if you are bad at them and keep losing
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Nvidia gamers hit trifecta with driver, optimizer, and mobile upgrades
Li'l Shield moves up to Android 4.4.2 KitKat, GameStream comes to notebooks
Gimme a high S5: Samsung Galaxy S5 puts substance over style
Biometrics and kid-friendly mode in back-to-basics blockbuster
AMD unveils Godzilla's graphics card – 'the world's fastest, period'
The Radeon R9 295X2: Water-cooled, 5,632 stream processors, 11.5TFLOPS
Sony battery recall as VAIO goes out with a bang, not a whimper
The perils of having Panasonic as a partner
NORKS' own smartmobe pegged as Chinese landfill Android
Fake kit in the hermit kingdom? That's just Kim Jong-un-believable!
prev story

Whitepapers

Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.