Hasbro is to sue Asus over the Transformer Prime line
Thursday, December 22nd, 2011 10:56AM CSTCategory: Company News
Posted by: GetRightRobot Views: 42,163
Theverge.com reported the action stating:"The toymaker is no doubt worried that the name could be confused with that of its Transformers franchise, not to mention Optimus Prime, the lead protagonist of the animation and film series... though we're not quite sure how a robot that transforms into a semi truck could be confused with a tablet and detachable keyboard. Perhaps Hasbro is worried that tablet buyers might see it as a licensed product."
Is this an indication that Hasbro feels companies are flying fast and loose with the Transformers brand? Check out these articles here and here and join the discussion already under way in the forums.
Here is a picture of the offender. Not what I would have guessed.
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Posted by craggy on December 22nd, 2011 @ 11:07am CST
Posted by Ravage XK on December 22nd, 2011 @ 11:12am CST
Posted by Forgotten on December 22nd, 2011 @ 11:28am CST
Posted by Stockade on December 22nd, 2011 @ 11:31am CST
Posted by paul053 on December 22nd, 2011 @ 11:45am CST
Posted by hpfabe on December 22nd, 2011 @ 11:52am CST
Re: paul053 - It had some issues with the wifi which delayed it slightly, but it's mainly delayed because they aren't making it quickly enough to fulfill initial preorders, nevermind the new orders coming in. The thing is THE tablet to buy this season, apparently.
Posted by necr0blivion on December 22nd, 2011 @ 11:55am CST
If it was just "Transformer" or "Prime", no issue. But the combination of both words makes it a problem. I don't agree with some of the posters that Hasbro is just looking to bully other companies with this lawsuit, regardless of who their target is.
Posted by Forgotten on December 22nd, 2011 @ 11:58am CST
paul053 wrote:I admit ASUS naming is kind of confusing but Hasbro's action is way too late. IIRC, shouldn't this tablet be in the market already but got delayed due to some hardware issues?
There werese delays due to the dock. But it's been on the market at least two months now.
Posted by Treetop Maximus on December 22nd, 2011 @ 12:03pm CST
Posted by Vicalliose on December 22nd, 2011 @ 12:21pm CST
That's just the way in this lawyer filled mess of a world though. It's all about making money for nothing. I hate Hasbro so much right now. I want to see the company burn at this point. Big companies like Hasbro, hiring decent talented people like Lauren Faust to produce television shows for toys which have been outsourced to slave labor, suing companies for no good reason, driving the economy into the ground and making me f***ing addicted to stupid plastic toys into my adulthood... f*** I don't even a right to say this s***. Imma go look for those missing deluxes now...
Posted by LiKwid on December 22nd, 2011 @ 1:01pm CST
"ASUS just got KO'd"
Ole hasbro is gettin a little feisty this holiday season..Maybe they should use some of this aggrressive approach towards making better toys and actually not schleppin out repaints...Just sayin...
Posted by Ouch on December 22nd, 2011 @ 1:21pm CST
Part of the US trademark system is a requirement to vigorously defend your mark or you will lose it. How precisely big an "infringer" has to be to qualify as a threat is something only a lawyer could probably tell you.
Second, given that in the last couple of iterations of the branding there have been licensed PC peripherals using the trademarks, it is possible that the Prime name has been applied for in that category, but I'm too lazy to go to uspto.gov and look it up. Transformer Prime is a bit close to Transformers: Prime in the grand scheme of things.
Oh, and lastly, I don't know for certain if this applies but it just occurred to me. It is possible that Hasbro expected that Prime was a (complementary) Codename that would be relabelled once the product when to promotion and market. This happens a LOT in IT particularly since we IT geeks love to codename projects after things we think are ubercool.
Posted by Seibertron on December 22nd, 2011 @ 1:32pm CST
TheVerge.com wrote:The toymaker is no doubt worried that the name could be confused with that of its Transformers franchise, not to mention Optimus Prime, the lead protagonist of the animation and film series... though we're not quite sure how a robot that transforms into a semi truck could be confused with a tablet and detachable keyboard. Perhaps Hasbro is worried that tablet buyers might see it as a licensed product.
This is such as asinine comment to me. You mean to tell me that if a company released a computer type product called the Chevrolet Corvette or the General Motors Silverado or something like that that it could get away with that because they're "not quite sure how an automobile that people can drive could be confused with a tablet and detachable keyboard"? I don't fully understand all of the legal ramifications of all of this and I understand that the words "transformer" and "prime" are general use words which might complicate this. However, "corvette" is also a common use word (it's a type of warship) though I'm assuming most people think of the car first and foremost. I think the word "transformer" and "prime" used in conjunction together should signify a violation. Used separately, no, but used together, I think the malicious intent is clear and its usage would severely dilute and adversely affect one of Hasbro's flagship characters.
Posted by Megatron Wolf on December 22nd, 2011 @ 1:56pm CST
Posted by Mykltron on December 22nd, 2011 @ 2:00pm CST
Posted by Forgotten on December 22nd, 2011 @ 2:05pm CST
Posted by Blackstreak on December 22nd, 2011 @ 2:18pm CST
Posted by Seibertron on December 22nd, 2011 @ 2:24pm CST
Megatron Wolf wrote:to be fair it is called transformer prime not transformers prime and each word usage can be justified, it transforms from one thing to anotther hence transformer and i guess they consider it there best line so hence the prime but i was wondering if any thing would come of this. When i first heard the name of the computer i thought it was a TF branded computer being used to promote the franchise. Id like to know why hasbro decided to go after this one and not one of the many products that uses it names like all the products with the name optimus
Because I'm assuming they don't own a trademark on the name optimus. It's "optimus prime".
Anyone can use the word "transformer", except for use as a toy or one of the other mediums that the Transformers toy brand utilizes. It's the conjunction of these two words that is the issue. They could have called their tablet "Prime" or the ASUS Transformer, but I think it's the fact that they're calling it the Transformer Prime that is the issue.
Posted by Vicalliose on December 22nd, 2011 @ 2:32pm CST
It's pretty obvious in this day and age that they'd be sued, even though it's simply irrational to think someone could confuse a computer for a toy/television series. Whilst we're talking confusion, how about we talk about the upcoming RiD line, or perhaps any of the other dozens of different lines with confusing names.
And y'know what? I don't give a s**t about copyright anymore. Nope. Don't give a f**k who pirates what or steals the name of whatever. I hate all lawyers and politicians who fight for copyright laws. SOPA makes me want to steal s**t.
Posted by Forgotten on December 22nd, 2011 @ 2:38pm CST