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Hasbro denied sales injunction in 'Transformer Prime' riff with Asus

Written by Andre Yoskowitz (Google+) @ 28 Mar 2012 12:43 User comments (5)

Hasbro denied sales injunction in 'Transformer Prime' riff with Asus In December, Hasbro sued Asus over the Transformer Prime name used in the company's new flagship tablet.
The toy company was seeking an injunction on the tablet due to brand copyright violations. Transformers Prime is an animated TV series that launched in 2010, a new generation of the popular TV series from the 80s.

As of this week, the case has been thrown out, with a judge not agreeing with Hasbro's claims: "There is nothing gimmicky about the Eee Pad Transformer or the Eee Pad Transformer Prime, nor can it be said that there is any similarity in the use or function between Hasbro and Asus's products."

Asus seems to have won the case because their device does indeed "transform" from a tablet to a laptop when adding the optional dock.

Hasbro responded: "Hasbro strongly disagrees with the Court's decision not to preliminarily enjoin Asus' use of those marks, however we were pleased with the Court's views on the strength of Hasbro's TRANSFORMERS and TRANSFORMERS PRIME marks. While the case proceeds toward trial, Hasbro will continue to actively pursue this matter and will take all steps necessary to protect its globally recognized and established marks."

Perhaps most shockingly was the amount of tablets sold, which Asus admitted to during the trial and is extremely low given the lack of supply in retailers: "As of February 24, 2012, it had received over 2,000 pre-orders..and that retailer fulfillment orders for the next two months total approximately 80,000 tablet computers," said Asus.

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5 user comments

128.3.2012 15:44

Common sense wins...no money making this time with a stupid lawsuit...

228.3.2012 15:51

Originally posted by cyprusrom:
Common sense wins...no money making this time with a stupid lawsuit...
Really? With all the frivolous lawsuits that are won daily. You think this is stupid? Wow. I cannot help thinking of the toys and movies when I hear the name of this tablet. I know I can't be the only one. That's why Hasbro doesn't like it. I must agree with this lawsuit.

328.3.2012 17:16

I'm glad this was the out come. Too many people and companies get away with these ridiculous lawsuits.


Matt898

428.3.2012 19:27

Originally posted by CNDLG:
Originally posted by cyprusrom:
Common sense wins...no money making this time with a stupid lawsuit...
Really? With all the frivolous lawsuits that are won daily. You think this is stupid? Wow. I cannot help thinking of the toys and movies when I hear the name of this tablet. I know I can't be the only one. That's why Hasbro doesn't like it. I must agree with this lawsuit.
Yes it is stupid, dumb. All they hope for is to cash in fast without lifting a finger...
Sure, you think of the toys when you hear the name...If anything, they make them free publicity....Or you tell me that you'll buy the tablet only because its name is associated with some kiddie toy, and you secretly hope your laptop will transform in some dark shiny bumblebee...And while you stare at it with immense hope, waiting day after day to become some alien entity, nothing happens...So you decide to sue Asus...

530.3.2012 4:21

Actually I think Hasbro was right on this one. The name has been clearly taken from Transformers.

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