We are all grateful for Hasbro (even though we sometimes don’t like to admit it). Its toys and films have kept many of us amused for longer than we care to remember. A sizeable proportion of us were around the first Transformers came out, while many of us are ‘Johnny come latelys’ to the toys.

Whether we’re old hats to Transformers or new to the toys, one thing that has always been around is the ‘knock off’. While many knock offs are interesting at best, some forms of knock off are the worst kind – knocks offs of a name or brand. Asus Computer International has elected to use the great name for its tablet. We can understand why Hasbro has resorted to legal action in an effort to keep its trademark special.

Asus Computer International may not be the most creative company the world has ever seen. A tablet could be called by a diversity of names. They seem to feel that there would be no possibility that their tablet could clash with a mere toy. To potentially infringe the trademark of a company is clumsy; to appear contemptuous of the fine product of another company is careless. Regardless of the outcome of the case, Asus Computer International has not been very careful with its reputation management.

Fans of Transformers do not wish Asus Computer International any harm. However, it would be pleasant if they adopted a more conciliatory attitude towards Hasbro. Hasbro has worked hard to create brand recognition and Asus Computer International should appreciate that.