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Hasbro sues Asus over 'Transformer Prime' tablet


Optimus Prime, from Hasbro's Transformers franchise, doesn't seem to like sharing his name with a tablet computer.The maker of the popular "Transformer Prime" Android-based tablet is being sued by toy maker Hasbro for allegedly misappropriating the trademark of the latter's line of popular shape-changing robots.
 
In its suit, toymaker Hasbro scored computer maker Asus for alleged trademark violation with the new "Transformer Prime" 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 own financial gain,” an article on PaidContent.org quoted Hasbro as saying in a statement.
 
PaidContent.org said the lawsuit was filed in Los Angeles federal court last week.
 
Hasbro makes the Transformers line of shapeshifting toy robots, which includes the character "Optimus Prime."
 
In its lawsuit, Hasbro is also seeking damages and a temporary injunction to prevent Asus from selling the tablet.
 
But PaidContent.org said the lawsuit seems like a long shot as "it’s unlikely that consumers would mix up a children’s toy and a tablet gizmo of the same name."
 
"Trademark law typically only applies to certain categories of goods —that’s why, for instance, Delta Faucets and Delta airlines can co-exist," it said.
 
On the other hand, it said Hasbro is likely to argue that the popular Transformers brand is expanding rapidly as it includes a movie franchise, so the name should be protected for a wider category of goods.
 
On the other hand, a separate article on tech site CNET pointed out that the Asus tablet is capable of "transforming" as well.
 
"While the 10.3-inch tablet doesn't undergo a magical metamorphosis to a giant robot, it does transform into what is essentially an Android-based laptop when connected to an optional keyboard/dock," it said. — TJD, GMA News
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