Hasbro files lawsuit against Asus over Transformer Prime name

Toy manufacturer Hasbro is taking Asus to court over the use of the name Transformer Prime for its latest tablet/laptop combo. It believes that the name is way too close to its own trademarked property Optimus Prime, the leader of the Transformers.

The company is seeking both damages and an injunction to prevent the sale of the Asus device, which was due to hit the market soon. Website paidContent.org was sent a statement by Hasbro, after the lawsuit was filed in a Californian court:

"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 said.

Asus has yet to respond publicly, although it is believed that the company is to continue to ship the Transformer Prime in January, with a court injunction pending.

We'll bring you more on this story as it develops.

You can read Pocket-lint's review of the Transformer Prime here.