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Hasbro sues Asus over use of Transformer Prime name

December 22, 2011 | 11:59 am

Asus Transformer Prime tablet and keyboard dock

Transformer Prime — does this name make you think of Android tablets or toy robots that can disguise themselves as semi-trucks and sports cars?

Hasbro, the toymaker that owns the popular Transformer's brand, is suing consumer electronics manufacturer Asus over its latest tablet, the Transformer Prime, alleging that consumers might get confused and think the toys and tabs are somehow related, when they're not.

Optimusprime-cpThe suit, first reported by the website PaidContent.org, cites Hasbro's ownership of the Transformers name and a pending trademark for the Transformers Prime cartoon.

Also worth noting, one of the main characters in the Transformers toys, cartoons and movies goes by the name Optimus Prime.

Officials at Asus and Hasbro were not available for comment on Thursday, but Hasbro said in the PaidContent report that the suit was a move to protect its Transformers brand.

"Hasbro continues to aggressively protect its brands and products and 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," the company said in the report.

ALSO:

Asus Transformer Prime available for pre-order

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Google's Andy Rubin: Over 700,000 Android devices activated daily

— Nathan Olivarez-Giles

Nathan Olivarez-Giles on Google+

Twitter.com/nateog

Top image: The Asus Eee Pad Transformer Prime and its keyboard dock. Credit: Asus

Bottom image: Optimus Prime as depecited in the Transformers movies. Credit: Hasbro/Paramount Pictures

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