Transformers attack Asus

Posted by Emma Woollacott

Personally, I wouldn't piss off a fifty-foot tall robot equipped with laser weapons, but then I'm not in charge at Asus.

The company must have been feeling very brave when it decided to call its Android tablet the Transformer - and especially when it used the name Prime, too.

Optimus Prime may be the good guy in the Transformers movies, but he's got a pretty rigid idea of justice.

And this is why Hasbro, the maker of the original Transformers toys, is on the warpath. It's suing Asus for trademark infringement, claiming that sales of the tablet will be boosted by association with the Transformer and Prime names.

"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," it told PaidContent.

It wants damages and an injunction preventing sales of the tablet.

The Transformer Prime tablet does transform, in that you can plug it into an optional battery dock and keyboard to turn it into a laptop. As far as we're aware, though, it doesn't come with any weaponry. 

It's due to hit the stores in the New Year.