Hasbro loses case against ASUS over Transformer branding

Back in mid December 2011 it emerged that Hasbro was going to initiate legal proceedings against ASUS for their use of the ‘Transformer(s)’ branding in their products. They that “actions we are taking against Asus underscores yet again Hasbro’s willingness to pursue companies who misappropriate our intellectual property for their own financial gain”. The result of the court case has emerged and the court decided Hasbro’s case was unfounded as ASUS’ Transformer Prime series did not infringe upon Hasbro’s intellectual property rights.

The reasons the court decided Hasbro’s trademark did not cover ASUS’ Transformer Prime tablets were because:

• The tablet is not of similar use to any products made by Hasbro using this trademark so chances of confusing Hasbro and ASUS products is slim to non existent.
• The ASUS Transformer Prime tablet does actually transform through its detachable keyboard and mouse unit so it is a suitable name for the device.

Hasbro can appeal and we don’t know whether they will or not but for the forseeable future ASUS are safe.

Source: TweakTown