Transformer Prime NameIn addition to having some truly next-gen specs, the Asus Transformer Prime came with one of the coolest sounding monikers on the market. That may change if Hasbro gets its way, mocoNews has revealed. To be fair, the lawsuit isn’t all that surprising. The reaction around the TechnoBuffalo offices when the Prime was announced generally had staff associating the name to the alien robot.

Late last week Hasbro sued Asus for violating trademarks regarding the Transformer Prime name, claiming it’s too close to Transformers and Optimus Prime.

“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 company said in a statement.

After the tablet was announced, it was perceived to be a legitimate threat to Apple’s extremely dominate iPad line. The quasi-laptop comes equipped with Nvidia’s monster Tegra 3 chip after all, promising to usher in a new era of mobile video and gaming experiences. Sadly, Asus has yet to make the tablet available publicly. This development surely won’t speed things up.

While many tech-lovers will know the difference, the average person will probably associate the tablet with the Hasbro robots just as we did. Hasbro has filed for a temporary injunction and is seeking damages from the Taiwan-based computer company.

If Asus is forced to change the name of its unreleased product, it will surely come as a blow as the company was hoping to get a jump on the next-gen tablet market before companies like Apple or Samsung got into the action. If the two don’t reach a solution soon, who knows when we’ll see the Transformer Prime hit. The sooner, the better.


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