Submit News Contact Us Translate Sign in Join

Hasbro is to sue Asus over the Transformer Prime line

Transformers News: Hasbro is to sue Asus over the Transformer Prime line

Thursday, December 22nd, 2011 10:56AM CST

Category: Company News
Posted by: GetRightRobot   Views: 39,141

Topic Options: View Discussion · Sign in or Join to reply

That is correct. Hasbro has taken legal action against computer company ASUS over their use of the name Transformer Prime. With all the potential intellectual property slights against parent company Hasbro, who would have thought it would be a computer that brings down the hammer? ASUS has named their converting laptop tablet PC Transformer Prime. Hasbro announced it will "aggressively protect its brands and products".

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.
Image
Credit(s): Ravage XK
Search Got Transformers News? Let us know here!
Re: Hasbro is to sue Asus over the Transformer Prime line (1326007)
Posted by craggy on December 22nd, 2011 @ 11:07am CST
there's a mobile phone here called "Optimus". wonder if they'll notice that?
Re: Hasbro is to sue Asus over the Transformer Prime line (1326008)
Posted by Ravage XK on December 22nd, 2011 @ 11:12am CST
Optimus seems to be used by a few companies. A quick google shows that Nvidia used it too. I doubt theres much can be done about that as its a latin word meaning one of the best, aristocrat, noble.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326012)
Posted by Forgotten on December 22nd, 2011 @ 11:28am CST
Asus had this project in development under this name for a while now. I don't think Hasbro is going to be able to win this one. And if they do, that's just bullshit. Asus is a great company, they make the motherboards I use for my CSM & high end builds. They have been a big name in the tech industry for a long time, Hasbro may have bitten off more than they can chew on this one.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326015)
Posted by Stockade on December 22nd, 2011 @ 11:31am CST
I guess since Hasbro cant really go after 3rd parties, so this is the next big thing? or is Hasbro hard up for money?
Re: Hasbro is to sue Asus over the Transformer Prime line (1326022)
Posted by paul053 on December 22nd, 2011 @ 11:45am CST
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?
Re: Hasbro is to sue Asus over the Transformer Prime line (1326024)
Posted by hpfabe on December 22nd, 2011 @ 11:52am CST
I think it's worth mentioning that the "Transformer Prime" is the new up-model version of Asus's similar tablet/keyboard combo, which was named the Transformer. That one came out a full year ago.

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.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326027)
Posted by necr0blivion on December 22nd, 2011 @ 11:55am CST
When I hear "Transformer Prime", my thoughts go straight to the newest Hasbro animation depicting Cybertronians. Then I see it's a product for a PC tablet. I believe Hasbro is worried about confusion due to ASUS' product be named so similar to their show/product line.

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.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326028)
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.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326033)
Posted by Treetop Maximus on December 22nd, 2011 @ 12:03pm CST
I'm rooting for Hasbro.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326041)
Posted by Vicalliose on December 22nd, 2011 @ 12:21pm CST
Consumers may be confused between a computer and a television show and toy line? God... f*** you Hasbro, as if ASUS quality control and customer service wasn't bad enough. Now someone wants to sue them.

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...
Re: Hasbro is to sue Asus over the Transformer Prime line (1326061)
Posted by LiKwid on December 22nd, 2011 @ 1:01pm CST
Ok Ok someone has to say it...

"ASUS just got KO'd" :lol: :lol: :lol: :lol: :lol:

Whaaaaat?...too soon?

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...
>:oP
Re: Hasbro is to sue Asus over the Transformer Prime line (1326062)
Posted by Ouch on December 22nd, 2011 @ 1:21pm CST
A couple of things that are important to keep in perspective.

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.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326064)
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.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326068)
Posted by Megatron Wolf on December 22nd, 2011 @ 1:56pm CST
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
Re: Hasbro is to sue Asus over the Transformer Prime line (1326072)
Posted by Mykltron on December 22nd, 2011 @ 2:00pm CST
And yet Hasbro never sued Lancôme:

Image
Re: Hasbro is to sue Asus over the Transformer Prime line (1326073)
Posted by Forgotten on December 22nd, 2011 @ 2:05pm CST
Wonder if General Electric has ever given Hasbro crap about using transformers as a name for a franchise since it is the name of a staple component of the electric system.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326079)
Posted by Blackstreak on December 22nd, 2011 @ 2:18pm CST
Why name a laptop Transformer Prime anyways? Hasbro, on the other hand, is being anal retentive- property ownership or not. May as well copyright the individual words and sue Webster's Dictionary.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326080)
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.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326085)
Posted by Vicalliose on December 22nd, 2011 @ 2:32pm CST
Question: Why would any company do something like this intentionally?

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.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326089)
Posted by Forgotten on December 22nd, 2011 @ 2:38pm CST
I believe at one point Asus was going to launch their full line of tablets under the name Prime. I do know that there was a netbook/tablet that was marketed as the transformer. Either way, this is ridiculous because nobody is going to buy the transformer prime tablet thinking it's Megatron anyways.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326090)
Posted by craggy on December 22nd, 2011 @ 2:40pm CST
I get why it's actionable, and why it must be. Except of course, I don't. Surely Hasbro could have done a deal with Asus to give away a free copy of War For Cybertron with each one, stick a Transformers: Prime advert on the box, and a sticker on it, and everyone profits?

FWIW I've got an ASUS mobo and gpu and don't have anything bad to say about them as a company, nor do I see this as Hasbro bullying another company, as I say above, I see it as a missed marketing opportunity.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326094)
Posted by Forgotten on December 22nd, 2011 @ 2:44pm CST
craggy wrote:I get why it's actionable, and why it must be. Except of course, I don't. Surely Hasbro could have done a deal with Asus to give away a free copy of War For Cybertron with each one, stick a Transformers: Prime advert on the box, and a sticker on it, and everyone profits?

FWIW I've got an ASUS mobo and gpu and don't have anything bad to say about them as a company, nor do I see this as Hasbro bullying another company, as I say above, I see it as a missed marketing opportunity.


agreed. HasTakTom have a spot in my life for their awesome designs & creations. Asus has a spot in my life because of their awesome designs & creations. If they would have simply cut a deal to inclue a Transformers Prime Vinyl cover for the tablet or something that would have been awesome. Just that little thing would have made me push up my schedule for buying a new netbook/tablet & picked one up. As it stands right now though, I think i'm holding off for the Asus Slate.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326102)
Posted by kenadax on December 22nd, 2011 @ 2:56pm CST
OK everyone, time for reality....

Hasbro has to protect its brands (this case, Transformers Prime) due to our laws put
in place to protect copyrights, patents, and trademarks.
If they willingly know there is a non-licenced product being filed for, already filed-for, or in production- they MUST, BY LAW, protect their intellectual property by any and all means possible. Up to and including sueing said infringer.

It is not likely for them to go after EVERY entity that uses the words Optimus, Transformer, Ratchet, etc, etc, etc, because most of these words are public domain.....but you combine the words "Transformers" and "Prime" or any printed likeness linked to anything Hasbro did not license- they WILL do EVERYTHING in their power to stop it. They have intellectual property lawyers that do nothing BUT look for infringement.

If Hasbro did not defend their brand, they could loose their rights to the brand.

That is the cold, hard, truth.

Anyone who thinks otherwise (especially Sharif Sakr) needs to learn about what keeps your favorite products on the shelves here in America before jumping to uninformed conclusions.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326104)
Posted by Burn on December 22nd, 2011 @ 2:57pm CST
Blackstreak wrote:Why name a laptop Transformer Prime anyways?


Because it's a tablet that "transforms" into a laptop (via a docking platform) and it's going to be the flagship of their line hence the "prime" part.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326123)
Posted by Chaoslock on December 22nd, 2011 @ 3:31pm CST
craggy wrote:there's a mobile phone here called "Optimus". wonder if they'll notice that?


What's further, our local Vodafone offers it in Matrix price bundles Image
Re: Hasbro is to sue Asus over the Transformer Prime line (1326142)
Posted by rpetras on December 22nd, 2011 @ 4:22pm CST
Vicalliose wrote: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.



I kind of agree with this.

The nonsense that is modern copyright law just makes me not give a crap.

If anyone cares to read up on it, Lawrence Lessig's book "Free Culture" is all about this subject, and is freely available online. Not sure of the link to the book, but here is the link to his site http://www.lessig.org/
Re: Hasbro is to sue Asus over the Transformer Prime line (1326148)
Posted by JelZe GoldRabbit on December 22nd, 2011 @ 4:40pm CST
Forgotten wrote:Wonder if General Electric has ever given Hasbro crap about using transformers as a name for a franchise since it is the name of a staple component of the electric system.


Well, feasibly, they could if a transformer was actually branded as "Transformer". But trademark law would qualify that as generic in Technology, thus not suitable for trademarking. For Toys and Games however it's completely acceptable since there are no things called "Transformer" anywhere.

rpetras wrote:
Vicalliose wrote: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.



I kind of agree with this.

The nonsense that is modern copyright law just makes me not give a crap.

If anyone cares to read up on it, Lawrence Lessig's book "Free Culture" is all about this subject, and is freely available online. Not sure of the link to the book, but here is the link to his site http://www.lessig.org/


Another cold hard truth is that copyright protection promotes (or forces, take it as you will) creativity. Imagine a world without such protection. In a worst case scenario, creativity would be more dead than an animal's carcass that's been pulled along the road for over a thousand miles, run over by a steamroller, then left basking in the desert sun for 10 years before ultimately being flung into it hitting an asteroid along the way. People would lose motivation to create as their ideas will get stolen left and right, and thus not bother. No new product, economy will come to a screeching halt as it can not evolve anymore.

OK, I'll stop now.

And FYI, copyright law does provide an area for free stuff. It's called Public Domain, and everything will end up there... after 70 or so years. Patents end up there a lot sooner unless renewed. Examples: the patents for the basic Lego bricks and all 8-bit and 16-bit consoles have expired and thus are easy pickings. Look at the different brands of building blocks, and the "Famiclones"; all legal. :-B
Re: Hasbro is to sue Asus over the Transformer Prime line (1326155)
Posted by Vicalliose on December 22nd, 2011 @ 5:16pm CST
JelZe GoldRabbit wrote:Another cold hard truth is that copyright protection promotes (or forces, take it as you will) creativity. Imagine a world without such protection. In a worst case scenario, creativity would be more dead than an animal's carcass that's been pulled along the road for over a thousand miles, run over by a steamroller, then left basking in the desert sun for 10 years before ultimately being flung into it hitting an asteroid along the way. People would lose motivation to create as their ideas will get stolen left and right, and thus not bother. No new product, economy will come to a screeching halt as it can not evolve anymore.
Sorry but I don't entirely agree with that. Loads of people create things without expectation of compensation. And copyright laws, as many will argue, only encourage piracy and the mindset that you need to make money off of everything. Either way s**t will get stolen. Personally, if I like a person's work I will buy it, because I want them to continue their work, someone who stole that work would be someone who didn't care about it enough to buy it to begin with, or they simply did not have the money, in which case they also never would have bought it anyway. Though granted creativity would be more scarce if people didn't think they could make tons of money off of it, but people in entertainment industries make far too much money anyway. Also a lack of certain "creative" people would almost be a good thing in my opinion, since "creativity" is really just doing the same thing over and over again these days. And someone who creates just for the money is not truly a creative person, a person who is creative must create things, they live and breath creativity. What you are talking about is just business, not creativity.

Also. And I kinda doubt this. If anyone has not read about SOPA, HERE is a link to the bill itself, or you could just google it. If you doubt copyright laws such as these do not affect you, then you're probably wrong. I'll probably start putting links to this in my signature everywhere I go.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326169)
Posted by Slayershoop on December 22nd, 2011 @ 6:16pm CST
Bit of a shame, because this is one cool tablet device. I'm not on board with tablets as a whole, them seem pointless, but the "Eee pad Transformer Prime" as it's officially called is the first viable laptop replacement tablet on the market. Unlike a certain pad with a vowel in front of it made by a company named after a fruit. It has a quadcore processor, insane graphics and an 18 hour battery life. The thing is damn cool. Too bad about the lawsuit. Anyway, I have one of these preordered, so we shall see what it's called when it actually comes out... >:oP
Re: Hasbro is to sue Asus over the Transformer Prime line (1326190)
Posted by Biocore on December 22nd, 2011 @ 8:22pm CST
Image
Re: Hasbro is to sue Asus over the Transformer Prime line (1326192)
Posted by dinogeist on December 22nd, 2011 @ 8:26pm CST
IMHO,I think Hasbro should just forget about this law suit. because this computer company with the tablet is giving hasbro free advertisement. everytime someone buys this tablet they read the transformers name,think transformers & they might head down the toy aisle & pick up a transformers toy.

IMHO,If hasbro was smart they'd partner up with the ASUS tablet company & include a basic TF toy packaged with a tablet,then also include coupons off of Transformers toy purchases.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326225)
Posted by cotss2012 on December 22nd, 2011 @ 11:43pm CST
LiKwid wrote:Ok Ok someone has to say it...

"ASUS just got KO'd" :lol: :lol: :lol: :lol: :lol:

Whaaaaat?...too soon?



:???

I don't gets it.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326255)
Posted by Rated X on December 23rd, 2011 @ 12:37am CST
Hasbro is just one big joke. They already got alot of hate for messing with KO toys. Hasbro if you want to make money, step up your game and make figures collectors want. Stop doing b***h s**t because it makes you loose much respect.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326285)
Posted by YRQRM0 on December 23rd, 2011 @ 2:58am CST
It almost seems intentional. I mean, the "Transformer" tablet has been out for like a year, and now there's the Transformer Prime? I couldn't help but make the connection when I read about the product a while ago. I think it's good. Does this mean that the product could be renamed if Hasbro wins? Or that Hasbro will just make more money?
Re: Hasbro is to sue Asus over the Transformer Prime line (1326291)
Posted by Burn on December 23rd, 2011 @ 5:23am CST
Rated X wrote:Hasbro is just one big joke. They already got alot of hate for messing with KO toys. Hasbro if you want to make money, step up your game and make figures collectors want. Stop doing b***h s**t because it makes you loose much respect.


Consider your rant invalidated.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326325)
Posted by hpfabe on December 23rd, 2011 @ 9:40am CST
I just hope that they come to some nominal agreement, with some minimal royalty towards Hasbro, or something along those line. Basically, enough to protect Hasbro's copyright, and keep both companies doing what they do best.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326338)
Posted by Rated X on December 23rd, 2011 @ 10:07am CST
Burn wrote:
Rated X wrote:Hasbro is just one big joke. They already got alot of hate for messing with KO toys. Hasbro if you want to make money, step up your game and make figures collectors want. Stop doing b***h s**t because it makes you loose much respect.


Consider your rant invalidated.


By who ???

If you are going to conduct a survey with a general opinion based on numbers rather than your own pro-Hasbro stance, then you can get on my level. Until then, the number of posters on this KO toys forum speaks otherwise...

See for yourself:

https://www.kotoys.com/forum/index.php/ ... 192.0.html

Are you implying these people dont really exist ???
Re: Hasbro is to sue Asus over the Transformer Prime line (1326415)
Posted by Burn on December 23rd, 2011 @ 2:20pm CST
Rated X wrote:
Burn wrote:
Rated X wrote:Hasbro is just one big joke. They already got alot of hate for messing with KO toys. Hasbro if you want to make money, step up your game and make figures collectors want. Stop doing b***h s**t because it makes you loose much respect.


Consider your rant invalidated.


By who ???

If you are going to conduct a survey with a general opinion based on numbers rather than your own pro-Hasbro stance, then you can get on my level. Until then, the number of posters on this KO toys forum speaks otherwise...

See for yourself:

https://www.kotoys.com/forum/index.php/ ... 192.0.html

Are you implying these people dont really exist ???


What survey? I never said anything about a survey.

If Hasbro's profits are increasing by 10% this quarter, then clearly respect isn't dropping for them.

Or are you one of those people who think the "collectors" are all that matter to Hasbro?
Re: Hasbro is to sue Asus over the Transformer Prime line (1326432)
Posted by prowl123 on December 23rd, 2011 @ 3:08pm CST
ASUS sucks. I got one of them in 2008 as my 2nd laptop. The first one from 1998 was faster
Re: Hasbro is to sue Asus over the Transformer Prime line (1326451)
Posted by kirbenvost on December 23rd, 2011 @ 5:42pm CST
I actually side with Hasbro on this. The name is a little too far, and when I heard of it I wondered how they could get away with it.

I just hope this doesn't lead to 3rd parties getting shut down. I guess that makes me a little hypocritical, but a lot of them stay within the rules and are trying to do it for the fans.

Asus is another huge megacorporation which is clearly trying to gain extra profits by creating the appearance of association with Hasbro's products.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326512)
Posted by Rated X on December 23rd, 2011 @ 9:15pm CST
Burn wrote:
Rated X wrote:
Burn wrote:
Rated X wrote:Hasbro is just one big joke. They already got alot of hate for messing with KO toys. Hasbro if you want to make money, step up your game and make figures collectors want. Stop doing b***h s**t because it makes you loose much respect.


Consider your rant invalidated.


By who ???

If you are going to conduct a survey with a general opinion based on numbers rather than your own pro-Hasbro stance, then you can get on my level. Until then, the number of posters on this KO toys forum speaks otherwise...

See for yourself:

https://www.kotoys.com/forum/index.php/ ... 192.0.html

Are you implying these people dont really exist ???


What survey? I never said anything about a survey.

If Hasbro's profits are increasing by 10% this quarter, then clearly respect isn't dropping for them.

Or are you one of those people who think the "collectors" are all that matter to Hasbro?



That 10% profit increase you refer to includes the capital for all Hasbro toy lines, not just Transformers related lines. So the “respect” you are referring to in terms of sales increases is coming from parents who buy toys.
The “respect” I’m referring to is clearly directed towards Transformers collectors. I thought that was self explanatory when I made reference to upset KO Toys forum posters.

So let’s try this one more time:

1. Create a survey forum on the 3rd parties and KO’s section.
2. Ask the fans who which they support.
A. Hasbro controlling which molds get “fans choice” repaints.
B. CHMS giving the fans the repaints they want.
3. If a majority of Seibertronian’s choose Hasbro, then I stand corrected.
4. If a majority of Seibertronian’s choose CHMS, then you might see things from my perspective.

I mean no disrespect to you personally, but my loyalty is to the actual robot characters, not the humans that legally own them.

On a separate note, do you really think some ASUS corporate executive that came up with the name has ever heard of “Transformers Prime” ? Or even “The Hub” for that matter ? If ASUS named the laptop “Bumblebee” maybe people could suggest they are trying to capitalize on the Transformers franchise. But a 2nd tier toy line and TV show only known only to kids and hardcore fans ? C’mon now ? The similarities of names are pure coincidence. As I said before, Hasbro needs to leave these guys alone and stop engaging in “b***h s**t”.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326541)
Posted by Geminii on December 23rd, 2011 @ 11:11pm CST
It's just a flipping laptop. ASUS could go back to their marketing division and ask for fifty new names. Considering some of the nonsense syllables which have been assigned to laptop brands over the years, who'd notice.

My bet is that ASUS did it deliberately so Hasbro would be forced to sue them and ASUS could then piggyback from the publicity associated with the Transformers movies. It's a way to get their name and mention of their product on every geek site on the internet. Once they've achieved maximum awareness, my bet is that they'll change the name - and they'll then get a second round of free advertising in their target markets as the news about the change propogates through the same channels.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326568)
Posted by dinogeist on December 24th, 2011 @ 12:59am CST
Geminii wrote:It's just a flipping laptop. ASUS could go back to their marketing division and ask for fifty new names. Considering some of the nonsense syllables which have been assigned to laptop brands over the years, who'd notice.

My bet is that ASUS did it deliberately so Hasbro would be forced to sue them and ASUS could then piggyback from the publicity associated with the Transformers movies. It's a way to get their name and mention of their product on every geek site on the internet. Once they've achieved maximum awareness, my bet is that they'll change the name - and they'll then get a second round of free advertising in their target markets as the news about the change propogates through the same channels.


My 2 cents on this matter:

(1)IMHO,It's plainly obvious this ASUS named their tablet/laptop after a transformers toy line on purpose. Asus is clearly in the wrong here. as asus is the equivelant of a internet troll. who starts trouble un-provoked.gets in your face & upsets you.

(2)I agree with "Gemini",ASUS could have clearly chosen billions of other names to call their product.

(3)IMHO,Some who are upset with hasbro over the Asus law suit. are only upset because of kotoys.com.

(4)I find it ironic that Hasbro goes after a smaller fish in the pond called ASUS. But hasbro has never gone after the bigger fish in the pond called USA Bandai,for using the "Transforming/Transforms" words of their Power rangers toys packaging for over 16+ years. Bandai could have used billions of words to describe the change process of one mode to the next. bandai clearly used the "Transforming/transforms" words to bypass the loop holes in the Patent/trademark rules, upset & troll hasbro.

(5)Both Asus & USA Bandai are clealy using loop holes in the patent/trade marks laws to troll & upset hasbro. Hasbro can't trademark nor patent the words transforming/transforms because it's a adjective used to describe a movement of action. Hasbro doesn't have a legal lawsuit case with Asus because Hasbro can only patent/trade mark stuff in catergories they use like toys.
patent's/trade marks expire if you don't use them in certain category. Even though Asus is trolling hasbro,asus has the right to use the TF Prime name because their in the computer category & hasbro is in the toy category. hasbro never bothered to patent/trade mark anything called Transformers Prime in the computer category,asus did. so therefore asus has full rights to the use of the Transformers Prime name.

(6)Like I said above,This Hasbro lawsuit against Asus makes no sense. because hasbro is getting free advertisemt from asus with the transforming prime words on their tablet/lap top.
because everytime people buy or see the TF Prime words on the asus tablet.they'll think Transformers toys & head down the toy aisle to buy their kids/self Transformers toys. I guess hasbro doesn't like free advertisement.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326571)
Posted by Burn on December 24th, 2011 @ 1:11am CST
Tidalwavex wrote:(1)IMHO,It's plainly obvious this ASUS named their tablet/laptop after a transformers toy line on purpose. Asus is clearly in the wrong here. as asus is the equivelant of a internet troll. who starts trouble un-provoked.gets in your face & upsets you.


ASUS is the equivalent of an internet troll? WTF?

(2)I agree with "Gemini",ASUS could have clearly chosen billions of other names to call their product.


They could have, but instead they chose to name the flagship (PRIME) tablet that can TRANSFORM into a PC like they did.

(3)IMHO,Some who are upset with hasbro over the Asus law suit. are only upset because of kotoys.com. IMHO, Some are further upset with hasbro suing Asus because they think hasbro will go on a wild rampage & start closing down & suing all the other 3rd party TF toy companies.


We can be so lucky.

(4)I find it ironic that Hasbro goes after a smaller fish in the pond called ASUS. But hasbro has never gone after the bigger fish in the pond called USA Bandai,for using the "Transforming/Transforms" words of their Power rangers toys packaging for over 16+ years. Bandai could have used billions of words to describe the change process of one mode to the next. bandai clearly used the "Transforming/transforms" words to bypass the loop holes in the Patent/trademark rules, upset & troll hasbro.


Wait what? ASUS is a small fish? Say wha? A 22 year old company which manufactures motherboards that are in nearly 30% of computers worldwide and are the first to receive new Intel chips ahead of their competitors are SMALL FISH?

Had you even heard of ASUS before this lawsuit?

(5)Both Asus & USA Bandai are clealy using loop holes in the patent/trade marks laws to troll & upset hasbro. Hasbro can't trademark nor patent the words transforming/transforms because it's a adjective used to describe a movement of action. Hasbro doesn't have a legal lawsuit case with Asus because Hasbro can only patent/trade mark stuff in catergories they use like toys.
patent's/trade marks expire if you don't use them in certain category. Even though Asus is trolling hasbro,asus has the right to use the TF Prime name because their in the computer category & hasbro is in the toy category. hasbro never bothered to patent/trade mark anything called Transformers Prime in the computer category,asus did. so therefore asus has full right to the use of the TF Prime names.


This trolling obsession you have? You need to let it go.

(6)Like I said above. hasbro is getting free advertisemt from asus with the transforming prime words on their tablet/lap top.
because everytime people buy or see the TF Prime words on the asus tablet.they'll think Transformers toys & head down the toy aisle to buy their kids/self Transformers toys. I guess hasbro doesn't like free advertisement.


Yeah ... seriously doubt people are going to be a ASUS tablet/PC named "Transformer Prime" and then run out and buy a toy.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326613)
Posted by JelZe GoldRabbit on December 24th, 2011 @ 6:41am CST
kirbenvost wrote:I just hope this doesn't lead to 3rd parties getting shut down. I guess that makes me a little hypocritical, but a lot of them stay within the rules and are trying to do it for the fans.


Guys, stop turning molehills into mountains, please. Those 3rd Party companies are still "small fry" to Hasbro.

Asus is another huge megacorporation which is clearly trying to gain extra profits by creating the appearance of association with Hasbro's products.


And give some people the benefit of the doubt. What if it was a clear error on Asus for not checking trademarks in other markets, or worse, a cock up of the trademarking office?

Seriously, you guys are starting to scare me with your judgmental attitudes. :shock:
Re: Hasbro is to sue Asus over the Transformer Prime line (1326644)
Posted by Rated X on December 24th, 2011 @ 10:29am CST
Tidalwavex wrote:
Geminii wrote:It's just a flipping laptop. ASUS could go back to their marketing division and ask for fifty new names. Considering some of the nonsense syllables which have been assigned to laptop brands over the years, who'd notice.

My bet is that ASUS did it deliberately so Hasbro would be forced to sue them and ASUS could then piggyback from the publicity associated with the Transformers movies. It's a way to get their name and mention of their product on every geek site on the internet. Once they've achieved maximum awareness, my bet is that they'll change the name - and they'll then get a second round of free advertising in their target markets as the news about the change propogates through the same channels.


My 2 cents on this matter:

(1)IMHO,It's plainly obvious this ASUS named their tablet/laptop after a transformers toy line on purpose. Asus is clearly in the wrong here. as asus is the equivelant of a internet troll. who starts trouble un-provoked.gets in your face & upsets you.

Are you on Hasbro’s payroll ?

Anyways, you swear everyone knows “Transformers Prime” the same way they know the “Michael Bay Trilogy”. It’s like saying everyone who knows Star Wars knows about the cartoon series too. It’s just not that big among non-fans. There is no link between the name of this laptop and the cartoon show. It is a figment of Hasbro’s imagination.

And court is considered B***h S**t in my hood.


(2)I agree with "Gemini",ASUS could have clearly chosen billions of other names to call their product.

(3)IMHO,Some who are upset with hasbro over the Asus law suit. are only upset because of kotoys.com.

(4)I find it ironic that Hasbro goes after a smaller fish in the pond called ASUS. But hasbro has never gone after the bigger fish in the pond called USA Bandai,for using the "Transforming/Transforms" words of their Power rangers toys packaging for over 16+ years. Bandai could have used billions of words to describe the change process of one mode to the next. bandai clearly used the "Transforming/transforms" words to bypass the loop holes in the Patent/trademark rules, upset & troll hasbro.

(5)Both Asus & USA Bandai are clealy using loop holes in the patent/trade marks laws to troll & upset hasbro. Hasbro can't trademark nor patent the words transforming/transforms because it's a adjective used to describe a movement of action. Hasbro doesn't have a legal lawsuit case with Asus because Hasbro can only patent/trade mark stuff in catergories they use like toys.
patent's/trade marks expire if you don't use them in certain category. Even though Asus is trolling hasbro,asus has the right to use the TF Prime name because their in the computer category & hasbro is in the toy category. hasbro never bothered to patent/trade mark anything called Transformers Prime in the computer category,asus did. so therefore asus has full rights to the use of the Transformers Prime name.

(6)Like I said above,This Hasbro lawsuit against Asus makes no sense. because hasbro is getting free advertisemt from asus with the transforming prime words on their tablet/lap top.
because everytime people buy or see the TF Prime words on the asus tablet.they'll think Transformers toys & head down the toy aisle to buy their kids/self Transformers toys. I guess hasbro doesn't like free advertisement.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326662)
Posted by JelZe GoldRabbit on December 24th, 2011 @ 11:16am CST
Rated X wrote:Are you on Hasbro’s payroll ?

Anyways, you swear everyone knows “Transformers Prime” the same way they know the “Michael Bay Trilogy”. It’s like saying everyone who knows Star Wars knows about the cartoon series too. It’s just not that big among non-fans. There is no link between the name of this laptop and the cartoon show. It is a figment of Hasbro’s imagination.

And court is considered B***h S**t in my hood.


You need to work on your quoting skills ;)

You're overlooking the fact that Hasbro needs people to associate "Transformer" with their transforming robot toy line, and nothing else. With the laptop bearing that name, consumers will get, in Hasbro's eyes, incorrect associations.

Now that I think about it, it may be attempt to keep the trademark from becoming generic. If any type of machine that transforms is called a "transformer", over time the unique meaning of the trademark, or it's strength, will be diluted, and eventually the word would be too generic to trademark for any area.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326736)
Posted by Noideaforaname on December 24th, 2011 @ 4:07pm CST
Legally, Hasbro MUST enforce their trademarks otherwise they'd risk losing them, either because another company gets to use it or because it becomes generic and un-protectable. Hasbro can't ignore it.

Copyrights, on the other hand, do not need to be actively and aggressively enforced.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326770)
Posted by Scaleface on December 24th, 2011 @ 6:15pm CST
Sure they can ignore it. They can do anything they want.

As for this effecting third party toy, there is a REASON Warbot Defender does not have any Autobot symbols, does not say Transformer, does not say Springer. Fansproject wouldn't want to get into names words and symbols that could easily be sued over.
Re: Hasbro is to sue Asus over the Transformer Prime line (1326795)
Posted by Autobot032 on December 24th, 2011 @ 8:32pm CST
I love all the armchair lawyers who just throw around their opinion and label Hasbro or Asus a thief or whatever else.

Most people spoutin' their crap don't know their buttholes from their elbows.

Bottom line is this: If you're in your stall, selling something called Apples & Oranges and someone comes along, parks their business in the next stall and sells their item and calls it Oranges & Apples, you're gonna be P.O.ed about it. Difference is, instead of seeking legal action, you'd just jump over the stall wall and punch their lights out.

Hasbro doesn't have it that easy. Hasbro has a lot at stake here. No one should be getting labeled. Law says what can or cannot be done, Hasbro's doing what's required of them. If the law sides with them and says Asus is liable, so be it. If the judge throws it out and says Hasbro is a bunch of buffoons, so be it.

Does it really affect you? At all? No. If you're going to get on your soapbox and whine about Hasbro's situation, this isn't the one to whine about. Be more worried about their factory conditions and their workers quality of life.

I doubt even ONE of you will stop buying a figure, I know I won't. I can tell you I'm not that strong of a person to say "Oh, you bastards. No more money from me!" But at least I can say it.

So please don't sit there and talk about how much hate you have for Hasbro because they're complying with a law. And Asus could've picked a different name. It wasn't absolutely necessary to pick that name. For a company as innovative as they are, you'd think they'd have a team capable of coming up with original names that wow as much as what's inside.

Click here to view an additional 47 comments about this topic at the Energon Pub Forums ...

Transformers Podcast: Twincast / Podcast #103 - Road Trip
Twincast / Podcast #103:
"Road Trip"
MP3 · iTunes · RSS · View · Discuss · Ask
Posted: Sunday, October 19th, 2014