In a not too surprising move, toy maker Hasbro has sued ASUS, claiming that the Transformer Prime tablet's name infringes trademarks related to Optimus Prime and Transformers children's toys.
Hasbro filed the lawsuit late last week in Los Angeles federal court, seeking damages and a temporary injunction. Hasbro wrote to paidContent:
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.
In reality, Hasbro's case is not likely to succeed. MocoNews rightly points out that trademarks generally only cover limited categories of goods, and that it is not realistic to think that consumers might confuse ASUS' latest tablet with a popular children's toy line. Still, the connection between Transformers and ASUS' quad-core device have been drawn by various individuals leading up to its release, for completely obvious reasons.
It's not clear what (if anything) will come out of this suit, but we'll be here to cover any new details that emerge.