Hasbro sues Asus over Transformer brand


— 6:00 AM on December 22, 2011

Asus has emerged as one of the chief players in the tablet market with its Transformer devices, and Hasbro isn't happy about it. According to PaidContent, the U.S. toy maker filed a lawsuit against Asus in a Los Angeles court last week, alleging that the Taiwanese firm is violating its intellectual property.

Hasbro is reportedly seeking both damages and an injunction that would bar sales of Asus' Transformer tablets. When inquiring about the lawsuit, PaidContent received this rather bellicose statement from Hasbro:

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.

The site speculates that Hasbro might have a difficult case, since tablets and kids' toys aren't exactly easy to mix up. However, the recent Transformers film series has put the brand back in the limelight, and Asus might be pushing its luck by calling its latest tablet the Transformer Prime. The name conjures up not only the Hasbro franchise, but also the illustrious leader of the autobots.

I'd say Michael Bay and Shia LaBeouf have tarnished the Transformers franchise far more than Asus ever could, and they'll probably never face justice for their crimes. Alas, Hasbro has different priorities. (Thanks to TechCrunch for the link.)

   
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