Hasbro attacks ASUS and its Transformer Prime tablet
by Steven Mostyn - Dec 22 2011, 12:27
Image: gadgetdude/Flickr.
It’s been a long time coming, but Japanese toy manufacturer Hasbro has finally turned its legal hounds loose on computer heavyweight ASUSTeK (ASUS) and its Eee Pad Transformer Prime ultra-portable computer.
Hasbro is apparently unhappy about branding similarities between its “robots in disguise” Transformers toys, heroic Autobot leader Optimus Prime, and the award-winning successor to the original Transformer tablet.
“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 financial gain,” outlines the disgruntled toy maker’s legal filing.
According to Hasbro’s lawsuit, ASUS is guilty of utilizing the ‘Transformer’ and ‘Prime’ names in order to attract consumers already familiar with Hasbro’s long-established product line.
Lodged at a court in Los Angeles, the complaint seeks to secure an injunction preventing ASUS from selling the Transformer Prime, and it also wants unspecified damages from the South Korean hardware maker.
It remains to be seen if Hasbro now also turns its sights on LG and its ‘Optimus’ smartphone, which was recently renamed the Nitro HD ahead of its entry into the North American market.
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