Thursday, March 29, 2012

Restraining Order Against Asus Transformer Prime Sales Denied

Asus Transformer Prime
(Image Credit:

The release of the Asus Transformer Prime was not without hitches since Hasbro asked for a restraining order to stop the company from using the Transformer name in selling the tablet.

According to Hasbro, the Asus Transformer Prime resulted to confusion between the name Optimus Prime and Transformers. The lawsuit was filed by Hasbro last December at a federal court in Los Angeles. The toy manufacturer also accused Asus of taking advantage of the association between the toys and the new tablet.

But the temporary restraining order request of the toy manufacturer was denied by a judge.

According to the judge, the toy manufacturer was not able to show that there was confusion among consumers on the toy products and the Asus Transformer Prime. He also indicated that the company was not able to prove that the continued sale of the Asus Transformer Prime will affect irreparable injury.

The Asus Eee Transformer device was the initial tablet from Asus that can be converted into a laptop and uses the Android OS of Google. It was initially unveiled by the company during the 2011 Consumer Electronics Show. The Asus Transformer Prime was later introduced by the company to become the first Android-powered tablet to feature the Tegra 3 processor of Nvidia.

Following the ruling, a representative from Hasbro indicated that the company was disappointed with the ruling and it aims to continue to fight to protect the company trademark. However it was not all good news for Asus sine the court filing also showed that sales of the Asus Transformer Prime for the months of March and April only reached around 80,000 units.

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