Hasbro Sues Asus For Naming Tablet "Transformer Prime"

Brad Chacos

If Optimus Prime (of Transformers fame) were real, he’d probably just smash any puny tablet that tried passing itself off as the leader of the Autobots. But – disappointingly – Optimus Prime isn’t real, so it’s up to Hasbro to defend against gadgets trying to besmirch his honor. The company apparently takes its responsibility seriously, because it recently filed a lawsuit against Asus claiming that the Eee Pad Transformer Prime violates a number of Hasbro trademarks. Sigh… Real life is so boring compared to giant fighting robots.

The lawsuit was filed in L.A. last week. Hasbro wants to be paid for damages and is seeking a temporary sales ban for the Asus tablet, so that kids stop confusing tablets with keyboards for giant shiv-wielding robots trying to protect the world against the Decepticons. The Verge took a look at the court filing and notes that one of the trademarks cited is a pending one for “Transformers Prime,” but it only applies to toys, board games and cartoons.

“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 told PaidContent.org . Asus has yet to comment publicly.

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