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Autobots, ASSEMBLE: Hasbro loses round one to Asus over the Transformer Prime.

Initial hearing rule that the Transformer Prime is both a Tablet and a Toy.

Well it seems the Decepticons (Hasbro in this instance) are have lost their valiant battle in a trade mark war with Asus over the name of their latest tablet product the Eee Pad Transformer Prime in the first rulings today although Hasbro have said they’ll continue to battle on as Prime is an actual Transformer character and have been said to say they “Strongly disagree” with the court’s decision not to preliminary enjoin Asus for the use of those marks. The courts have stated that Hasbro had waited too long to act and were not entitled to the preliminary injunction despite the fact that they are said to be launching a line of Transformer branded Prime merchandise.


One thing in Asus’ favour however is the correct term of the word Transformer – noted by the court as the actual device does indeed transform from a tablet to a laptop due to its removable keyboard.

The original lawsuit was raised last December and we expect it to continue, although we would assume Hasbro would have been a no brainer for a winner in this case it seems otherwise so what will happen next is anybody’s guess.