Editing Trademark

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{{disambig2|the legal protection for an identifying name or mark|the legal protection of a piece of fiction or other expression of an idea|copyright}}
[[File:Aniarrival04 tifof trademark.jpg|upright=1.66|thumb|Silly [[Porter C. Powell]], you can't copyright a name! You're thinking of a Trademark!]]

A '''trademark''' is a name, phrase or symbol used by a company to distinguish their goods or services from those of other companies in a similar range, preventing "brand confusion". Trademarks are indicated by a ™ symbol, or in the case of '''registered trademarks''', a ® symbol. [[Hasbro]]'s ability to legally secure a trademark dictates what proper nouns they will use to describe a toy, gimmick, or line.

It is ''not'' the same thing as [[copyright]]. Trademarks are ''only'' relevant in commercial contexts. Private individuals who are not associated with a company that operates in the same field as the trademark holder cannot commit trademark infringement by simply using a trademarked name in a non-commercial context.

Hasbro does not strictly ''need'' to claim trademarks for the [[character]] names applied to individual toys. Some toy companies do not claim them, though this is most often in the case of short-lived licensed lines based on movies or video games. But, Hasbro values the advantages of maintaining established characters (or character types) in the long term, and they wish to be able to hold exclusive claim to those names and use them as long as possible without fear of litigation from or loss to another company.

Trademark law is full of gray areas and complexity; otherwise lawyers couldn't charge exorbitant sums for their services in that field. The whims of the judges who look at the cases also play into the end results. However, there are guidelines and general rules that can explain why items end up named like they do.

==Trademark basics==
Trademarks are categorized into groups of products/services, so when a company applies for a trademark, lawyers compare them to similar marks within the same category, not across all products ever. ''Transformers'' toys fall under '''International Class 28, "Toys and Sporting Goods."'''

The name "[[Bumblebee (disambiguation)|Bumblebee]]" provides a perfect illustration of how these categories work. During the time Hasbro was unable to mark a ''Transformers'' toy "Bumblebee" (see "notable cases", below), Hasbro licensee [[Fun4All]] was able to release a keychain named Bumblebee, because keychains are not categorized as "Toys and Sporting Goods". Similarly, the character of Bumblebee could be referred to by that name within a comic book, since the comic company was not actually claiming it as a trademark within that field. If they were to release [[The Transformers: Bumblebee|a comic ''series'' titled "Bumblebee"]], though, a trademark search (and possibly claim) for comics would be needed.

[[File:MegaTronBatteries.jpg|thumb|upright=1.66|Odds are, you won't let your kids play with these "Megatrons".]]
This is also why there can be car batteries with "[[Megatron (disambiguation)|Mega-Tron]]" as a brand name,<ref name="interstate">[http://www.interstatebatteries.com/cs_estore/content/product_info/auto.asp "Mega-Tron" and "Mega-Tron II" car batteries by Interstate Batteries]</ref> despite having no connection to Hasbro or ''Transformers''. Hasbro does not make car batteries or anything along the lines of automobile parts, so the odds of "brand confusion" are exceedingly remote, making the battery-maker safe from litigation.

For toys released as part of multi-packs, Hasbro traditionally claims each individual character's name in the pack as a separate trademark ever since the days of [[Action Master]]s. So when they release a [[Transformers: Energon (toyline)|two-pack]] containing two toys named "[[Grimlock (Energon)|Grimlock]]" and [[Swoop (Energon)|Swoop]]", they count as two individually trademarked names, rather than one compound trademark for "Grimlock & Swoop"; after all, they might try and produce separately-sold toys of those characters later on. The only exception was the ''[[Heroes of Cybertron]]'' two-pack of [[Spike Witwicky (G1)|Spike Witwicky]] and [[Bumblebee (G1)/toys|Bumblebee]], which was officially called "Autobot Espionage Team" without claiming the individual characters' names as trademarks, since the name "Bumblebee" was unavailable to Hasbro at that time.

Often, companies that own character-based Intellectual Property (IP) will apply for trademarks across a vast swath of categories to maximize the range of product on which they can use that name. Around the time of the [[Transformers: Robots in Disguise (2001 franchise)|2001 ''Robots in Disguise'' franchise]], Konami brought the wildly successful Japanese collectible card game franchise ''Yu-Gi-Oh!'' to the US. Among the trademarks they applied for across multiple categories was "Space Megatron," the name of one of the game cards (called simply "Megatron" in Japan). Some [[Fandom|fans]], upon hearing this, believed that Hasbro was in danger of losing the "Megatron" trademark. However, since Hasbro had made steady and repeated use of the name over the course of the previous decade ([[Megatron (G1)/toys|over a dozen toys branded “Megatron”]] between 1990 and 2001, plus media association thanks to five years of the name belonging to a central villain of the associated TV shows), this seems unlikely. The card in question did end up being called "Space Megatron" in the English translations of its videogame and manga appearances, because at the time that Konami applied for that trademark, Hasbro did not have any ''Transformers'' trading or playing cards and thus could not contest the claim in that field. However, no "Megatron" toys were produced in association with the ''Yu-Gi-Oh'' brand, nor even an appearance as an actual physical card. Still, Hasbro ultimately didn't manage to successfully register the name "Megatron" until 2005.

{{quote|How foolish is it that some other beings in the multiverse have stolen my name?|[[Megatron (Armada)|Megatron]]|[[What Lies Beneath, Part Three|Energon #22]] (letters page)}}

==Relevance==
===Brand recognition===
[[File:PowermasterOptimusPrime toy.jpg|thumb|upright=1.66|I'm the beginning of a new trend!]]
Originally, Hasbro didn't put as much emphasis on outstanding [[character]]s for the ''Transformers'' toy line from a marketing standpoint as they do today. Toys were supposed to have a shelf life of two years at maximum, to be replaced by new toys, which would be entirely new characters. With the exception of [[Galvatron (G1)|Galvatron]] (only in the cartoon and comic fiction) and [[Bumblebee (G1)|Goldbug]], all the new-toy line-ups from 1985 through 1987 were entirely new characters (not counting variants or reuses of existing sculpts, such as the [[Targetmaster (technology)|Targetmaster]] versions of [[Hot Rod (G1)|Hot Rod]], [[Cyclonus (G1)|Cyclonus]] etc.), as were most of the [[Pretender]]s and all of the [[Micromaster]]s released by Hasbro. As a consequence, Hasbro only bothered to register a small number of trademarks in the 1980s, such as "[[Optimus Prime (G1)|Optimus Prime]]"<ref name="opuspto">[http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=73496873 United States Patent and Trademark Office file for the trademark "Optimus Prime"], filed in 1984, registered in 1985.</ref> or "[[Soundwave (G1)|Soundwave]]".<ref name="swuspto">[http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=73496875 United States Patent and Trademark Office file for the trademark "Soundwave"], filed in 1984, registered in 1985.</ref>

Hasbro didn't originally realize how much of a crucial part recognizable characters had played in the success of the original ''Transformers'' series until they were facing the massive viewer backlash following Optimus Prime's death in ''[[The Transformers: The Movie]]''. As a consequence, the first entirely new ''Transformers'' toy to be released under the name of an older toy intended to represent the same character was the [[Powermaster]] version of Optimus Prime in 1988, followed by the [[Classic Pretender]] versions of Bumblebee, [[Grimlock (G1)|Grimlock]], [[Jazz (G1)|Jazz]] and [[Starscream (G1)|Starscream]] in 1989. Following that, about half of the [[Action Master]] line-up in 1990 consisted of "classic" characters from the 1984-85 toy line-up.

Since then, Hasbro have been putting more emphasis on recognizable characters in all their ''Transformers'' lines, and by extension, on recurring names in general—although ''[[Beast Wars: Transformers (franchise)|Beast Wars]]'' put it to a stretch with modified names such as "[[Optimus Primal (BW)|Optimus Primal]]", and numerous characters sporting the names of older ''Transformers'' toys, but not sharing any other similarities with those characters beyond the name.
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===Market situation===
[[File:TrademarksG1FortMaxvsBackstreet.jpg|thumb|upright=1.66|Guys, I think we forgot something.]]

Hasbro wasn't the only company slowly coming to realize the importance of recognizable, "iconic" characters, however. Since "characters" were no longer considered easily replaced throwaway elements of toy lines, companies began to put a stronger focus on developing, emphasizing and defending their intellectual properties—which included the characters' individual names. For comparison, back in the 1980s, it was possible for both [[Hasbro]] and [[Tonka]] to have toys named "[[Blaster (G1)|Blaster]]", "[[Rumble (G1)|Rumble]]" and "[[Warpath (G1)|Warpath]]" in their respective ''[[The Transformers (toyline)|Transformers]]'' and ''[[GoBots]]'' toy lines at the same time, without either company bothering to cause any legal problems with the other. This is particularly remarkable considering how competitive Hasbro and Tonka were at that time, and is only a fraction of the "shared names" between Hasbro and its contemporary competitors. Hasbro didn't even start slapping a ™ claim after individual toys' names on their packaging until 1988, suggesting that they weren't really bothered that another company might use those names for their own toys. And despite the slowly changing market situation, Hasbro still didn't start systematically trying to ''register'' as many trademarks as possible until the turn of the millennium. They didn't even bother to file for a registration of the name "[[Cheetor (BW)|Cheetor]]", a major character with multiple toys in both ''[[Beast Wars: Transformers (toyline)|Beast Wars]]'' and ''[[Beast Machines: Transformers (toyline)|Beast Machines]]'', until 1999, three years after the first toy using that name had been released!

In contrast to that, toy companies enforce their trademarks a lot more rigidly these days. As a consequence, Hasbro's lawyers have become a lot more conservative, objecting the use of any names they fear ''might'' interfere with another company's trademark. This has resulted in quite a few names becoming "off limits" for any further use as part of a ''Transformers'' toy line, at least until the other company decides to abandon the name in question. Hasbro has also performed several not-so-nice maneuvers to seize a trademark in order to prevent their competitors from introducing certain toy lines in the US market under their original names, such as claiming "Machine Robo Rescue" and "Crush Gear", both names for [[Bandai]] toylines in Japan. Furthermore, Hasbro's legal department also prefers to modify certain names in order to make them easier to defend in court... since Hasbro wouldn't want one of their competitors to release a toy under a name so similar to a ''Transformers'' toy's that it could easily cause confusion on behalf of the customers.

==Protection and loss==
[[File:G2 Gobot Soundwave toy.jpg|thumb|upright=1.1|left|At the time of his release, he really ''had'' to be a tape player for the purpose of this article.]]
Once a trademark is claimed, legal protection of that mark hinges primarily on usage. A company cannot defend a trademark that they never actually use. Protection of a trademark in the action figure world typically lasts roughly a year, though this (like most anything involving trademark law) is not ironclad. ([[#BumblebeeCase|See "notable cases" below.]]) The longer and more frequently a company uses a trademark ("consistent use"), the stronger their case becomes to retain ownership of it should it be contested by a competitor.

Registered trademarks are a stronger level of protection, thanks to a more involved process (and some more fees). With a standard trademark claim (™), a company that feels that another company is infringing on one of their trademarks needs to ''actively'' prove that they have used the trademark (preferably consistently) if they want to take legal action against their competitor. With a registered trademark (®), on the other hand, that process becomes somewhat automated: a company regularly needs to provide the United States Patent and Trademark Office (USPTO) with evidence of consistent use of the trademark in question anyway in order to guarantee continued registration. If the owner of the ® feels another company is infringing on one of their trademarks, the burden of proof of consistent use has become automated, and they have an 800–pound gorilla (i.e. the USPTO) backing them up on their case.

Note, however, that even registered trademarks are not by any means absolute protection. They can be lost due to lack of use (abandonment) or a successful challenge from another company.

In some cases, [[Transformers names in other Hasbro lines|Transformers toys also share their trademarked names with toys from other lines]] distributed by Hasbro or one of their subsidiaries. This also counts as a use of a trademark in commerce. All that matters is that the parent company, a subsidiary or even a licensee has used the trademark in the "toys" category. In order for this to work, however, the description of intended use needs to be sufficient yet not ''too'' specific. In 2000, Hasbro actually had to file for a ''second'' registration of the name "[[Soundwave (disambiguation)|Soundwave]]": the original 1984 registration (which is still active as of this writing) was specifically for a "toy robot convertible into a cassette recorder", making it insufficient for [[Soundwave (G1)/toys#Generation 2|any toys]] with other [[alternate mode]]s (or [[Soundwave (G1)/toys#ActionMaster|no alternate mode at all]]). This [[Soundwave (BW)|doesn't mean]] Hasbro couldn't ''use'' the name "Soundwave" outside that narrow definition; all it means is that any other uses wouldn't have helped Hasbro to ''defend'' the registration had anyone tried to challenge it. The 2000 registration therefore uses a ''much'' broader definition of intended use, namely "toy action figures and accessories for use therewith".

By acting through a licensee, a company doesn't even need to release its own products in a specific category in order to defend a trademark. [[General Motors]] doesn't need to produce and/or distribute Chevrolet Camaro toys; all they need to do is grant Hasbro the license to release [[Bumblebee (Movie)/toys|toys]] [[Cliffjumper (Movie)#Toys|based on]] the Camaro, Hasbro explicitly identifies the name "Chevrolet Camaro" as a General Motors trademark used under license on the toys' packaging, and GM can defend the name "Chevrolet Camaro" in the "toys" category.

===Descriptive trademarks===
[[File:BW-toy Waspinator.jpg|thumb|upright=1.66|There's a reason we never got a "Bumblebee" redeco of Waspinator.]]
Defensibility is also determined by the name itself and its distinctive qualities regarding to what it's being applied. One could not reasonably expect to claim trademark of "Apple" as a product name for apples. But for, say, computers, which would not otherwise be referred to as an "apple", that works. In regards to toys and ''Transformers'', "Car" would be basically impossible to defend successfully as a distinct trademark. "Carblast", however, is fairly strong, being a made-up compound word highly unlikely to be used elsewhere. "Autobot Carblast" is even more defensible, thanks to the addition of a clearly nonsensical word, which is ''by itself'' very strong, like "[[Rodimus (disambiguation)|Rodimus]]" or "[[Cybertron (disambiguation)|Cybertron]]". This is also why there was no "[[Bumblebee (disambiguation)|Bumblebee]]" character during ''[[Beast Wars: Transformers (franchise)|Beast Wars]]'': A toy that ''is'' a bumblebee and is ''named'' "Bumblebee" would make the name impossible to defend as a trademark, [[Bumblebee (G1)|unlike]] ''[[Bumblebee (Movie)|a car]]'' [[Bumblebee (Animated)|named]] "[[Bumblebee (WFC)|Bumblebee]]".

Because Hasbro has been shoring up some of their infrequently-used "common word" names in recent years by adding prefixes (such as "Autobot [[Tracks (G1)|Tracks]]" or "Decepticon [[Frenzy (disambiguation)|Frenzy]]"), fans sometimes mistake this to mean that reclaiming a trademark from another company is as simple as writing a faction name in front of it. This is ''not true''. If it were, then a competitor such as [[Bandai]] could release a line of robot toys called "Gundam Transformers" with an "Optimus Prime Gunpla" toy and get away with it. Hasbro's addition of extra words to these old names —notably all common real words— is primarily to strengthen the claim to a name that is currently (likely) uncontested as a single-word trademark, or is part of someone else's multi-word Trademark,<!--checking later if "Piranha Feeding Frenzy" is TMd which I think it is and is a real toy--> which would prevent Hasbro from claiming the single-word use but allowing for a significantly different multi-word use. Real words are generally harder to defend as a trademark than [[Blastification|nonsense words]]. Adding nonsense to a real word makes it more defensible, but adding nonsense to somebody else's active trademark, ''especially'' their nonsense-word trademark, is only asking for trouble.

Another popular method Hasbro uses to modify real words to make them more distinctive (and thus easier to defend) is by using an alternate spelling (in other words, a deliberate "misspelling"), such as "Tank'''o'''r", "Demolish'''o'''r", "Spitt'''o'''r" or "Scatt'''o'''rshot" (and, possibly, also "Grapp'''el'''"; see below).

Based on some of Hasbro's naming choices, it could be argued that the strategy of Hasbro's IP lawyers is somewhat conservative or cautious. They may be able to defend more than they try to defend, but they choose not to take that (potentially expensive) risk.

:*''For a list of the various names that have had prefixes and suffixes attached to them, [[Trademark/Altered names|go here]].''

===Genericized trademarks===
Trademarks can also be lost by allowing a term to become a "{{w|genericized trademark}}" — effectively, letting their mark become a common term. Examples include "thermos" for {{w|Aladdin Industries|vacuum flasks}} (genericized in the US in 1963), "{{w|linoleum}}" for floor covering, and "{{w|zipper}}" for a method of fastening fabric. Brand names that are also in danger of becoming genericized (but are currently still protected as trademarks) include "{{w|Kleenex}}" for facial tissues, "{{w|Jell-O}}" for processed, gelatinized pig hooves, "{{w|Xerox}}" for photocopies, and "{{w|Google}}" for computer searches.

[[File:Productdoesnotconvert.jpg|left|upright=1.1|thumb|Product also does not xerox, kleenex, or jello.]]

Hasbro has realized that using the word "transform" as a verb to describe the [[Transformation|process of changing a ''Transformers'' toy from one mode into another one]] would make the brand name "Transformers" descriptive, making the mark indefensible. The end result would have been a loss of the mark ''Transformers'' as a registered trademark, allowing competitors to use it as a generic term for ''their'' shape-shifting robot toys and thus creating further confusion among parents when asked to buy a ''Transformer''.

As a consequence, the use of "transform" as a verb when being used to describe ''Transformers'' product is almost strictly forbidden in certain written materials:<ref>[[Greg Sepelak]], author of the ''[[Transformers The Game]]'' strategy guide from [[BradyGames]]</ref> If it's a toy that "converts", Hasbro can argue that ''Transformers'' is not merely a descriptive term, thus allowing for trademark protection to persist. Although this mandate does not extend to character dialogue within fiction, synonyms like "convert" (or simply "change") are used in Hasbro's own products (like [[packaging]] call-outs and [[instructions]]) and in licensees' products (such as game guides). Even the novels ''[[Transformers: Exodus]]'' and ''[[Transformers: Exiles]]'', unusually for actual fiction, avoid using "transform" as a verb - always replaced with either "proto-form" (the first usage of such term as a verb) or "alt-form", depending on the mode into which a Cybertronian is shifting. 

As a matter of fact, "Transformer" (specifically "with a capital initial") is listed in the Oxford English Dictionary as a description of "a type of children's toy, first manufactured in Japan, consisting of a model robot which can be transformed into another toy". However, since the term is identified as a "proprietary name" and Hasbro is specifically mentioned in the name etymology, the entry makes it pretty clear that the term is not a catch-all description of a general product type, but tied to a specific manufacturer, hence posing no threat to Hasbro's exclusive claim of the trademark.<ref name="oxford">[http://dictionary.oed.com/cgi/entry_main/50256225?query_type=word&queryword=Transformer&first=1&max_to_show=10&sort_type=alpha&search_id=ump0-DmIxzp-1209&result_place=2&case_id=ump0-rzJWHE-1213&hilite=50256225 Oxford Englisch Dictionary entry for "Transformers"] (note: Only available for registered users)</ref> The fact that the entry has been in the dictionary since 1993 also implies that Hasbro has never seen any need for intervention. (The same dictionary also has an entry for Mattel's "Barbie", for that matter.)

Many Hasbro competitors have used "transform" as a verb on their toy packaging in the past. More recently, however, some such as Mattel and LEGO have changed (ha ha) to using terms like "convert" and "shift" instead. Whether this is due to Hasbro legal intervention is, at the moment, pure conjecture.
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===Trademark dilution===
[[File:UniverseDarkwindToy.jpg|thumb|upright=1.66|I'm not the terror that flaps in the night.]]
In cases where a trademark is very well known among the general populace due to the brand's popularity, and is commonly associated with the particular brand (instead of being merely associated with a general product type, hence being in danger of becoming genericized), it's possible for the brand owner to defend their "popular" trademarks even in categories they don't operate in. This is only possible for very well-known brands (or very big companies with a lot of money to throw at lawyers) where a company can reasonably argue that another company is trying to cash in on their "good name", and may create confusion among the target audience who may mistakenly associate the other company's product with its more well-known namesake by the original company. The argument is that the well-known trademark is considered "unique", and its intended use in other fields by other parties would lessen its uniqueness. Calling your car dealership simply "McDonald's" is probably not exactly a good idea.

This may be the reason why Hasbro renamed the [[redeco]] of [[Transformers: Universe (2008 toyline)|2008 ''Universe'']] [[Silverbolt (G1)|Silverbolt]], whose deco was based on ''[[The Transformers (toyline)|Generation 1]]'' [[Darkwing (G1)|Darkwing]], into "Darkwind": At the time, there was no toy line based on {{w|The Walt Disney Company|Disney's}} ''{{w|Darkwing Duck}}'', but the brand was still very well-known and active in comic form, and Hasbro's legal department may have been simply cautious to avoid any potential problems with Disney in the first place. That Hasbro is a frequent licensee for Disney-owned properties adds an extra ten tons of caution on their part. (Since then, Darkwing Duck has returned to toy and merchandise shelves, and not through Hasbro.)

Conversely, in 2010, a company named Mavizon offered user interface technology for cars (a field Hasbro doesn't operate in) named "AutoBot". A few years earlier, Hasbro would have probably just let this pass; however, with the increased popularity of the [[Transformers brand]] thanks to the [[live-action film series]], they have a much better legal stand in this regard. By the end of 2010, Mavizon changed the name of their product to "Mavia".<ref name="mavizon">[http://www.mavizontech.com/MeetAutobot.htm Mavizon, the creators of Mavia, formerly "AutoBot"].</ref> In late 2011, Hasbro tried to preemptively stop Asus from releasing an Android tablet under the name "Transformer Prime",<ref name="asus">[http://mobile.theverge.com/2011/12/21/2653920/hasbro-sues-asus-over-transformer-prime-tablet Hasbro sues Asus over Transformer Prime tablet]</ref> but ultimately lost in the first instance.<ref name="asus2">[https://www.washingtonpost.com/business/technology/hasbro-loses-bid-to-stop-asuss-transformer-prime/2012/03/28/gIQAze39gS_story.html/ "Hasbro Loses Bid to Stop Asus Transformer Prime"]</ref>
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===The international market===
Since Hasbro is a company rooted in the United States, the focus of trademarks is also naturally on the US market. Trademark law and the availability of terms can differ across countries. "Aspirin" is a genericized word in several countries, but there are many others where it is still a protected trademark, including Germany, Canada, and Mexico. In these countries, producers of acetylsalicylic acid must use a different term. Similarly there is less danger of the terms "Kleenex" or "Xerox" becoming genericised in the United Kingdom as these terms are rarely used to refer to anything other than the relevant company's products. The status of a trademarked word in one country often has little bearing on its use in other jurisdictions.

Unlike in the early 1990s, when name [[variant]]s were abundant across the various international (particularly European) markets, Hasbro now aims for a uniform brand representation. In other words, a Hasbro toy (ideally) has the same name in every country it's released in. (Thus making Japanese names an anomaly... and with [[TakaraTomy]] shifting over to Western names for their toys more and more, even moreso.) However, that could mean a toy that can't be released by Hasbro under its originally intended name in the US, but could easily be released under that name in the United Kingdom, will still be released under the substitute US market name everywhere in the world, because it's easier (and less expensive) to manage than individual names for individual markets.

In theory, this could backfire: A toy's name that has been cleared for use in the USA might conflict with another company's trademark in another country. In general, however, European trademark law is a lot less rigid than it is in the US, and Hasbro generally refrains from using any trademark claims after names on their international packaging in the first place, either because that would require them to actively try to defend those trademarks in ''every single country'' they release those toys in, or because the ™ symbol has no legal power in many countries outside the USA. Hasbro's never really bothered to register any individual trademarks besides "The Transformers" in the various European countries, at least.

There is currently only one known recent example of a ''Transformers'' toy that couldn't be released under its original name in specific non-US markets for ''trademark'' reasons (see the case of Brainstorm/"Charon" below), but there were at least two cases prior to that where the intention to release a toy in other markets ''did'' affect the ''United States'' name of those toys due to other concerns: see [[Snarl (Animated)#Notes|''Animated'' Snarl]] (as well as ''Universe'' ''[[Robot Heroes (toyline)|Robot Heroes]]'' "[[Slag (G1)#Robot Heroes|Snarl]]") and ''[[Power Core Combiners]]'' [[Over-Run (PCC)#Notes|Over-Run]] for more juicy details.

==Notable/unusual cases==
{{note|This is not a list of every lost ''Transformers'' trademark ever, just some instances with unusual or interesting twists.}}
===Prominent names that are/were unavailable===
[[File:HotShotisBumblebee.jpg|thumb|upright=1.2|[[David Willis]]'s head just exploded.]]
*<span id="BumblebeeCase">As mentioned above, "Bumblebee" was unavailable to Hasbro for many years.</span> The name was being used as a registered trademark by a company called Playcore for their "Buzz the Bumble Bee" swing as of 2003, and as Hasbro had not used the name for a toy since 1995, their case to contest was likely a weak one. The ''[[Heroes of Cybertron]]'' PVC two-pack with [[Spike Witwicky (G1)|Spike Witwicky]] was officially named "Autobot Espionage Team" for that reason, although the [[bio]] on the back of the packaging identified the two characters as "Bumblebee" and "Spike" (but without claiming them as trademarks). Furthermore, as can be seen on the right, one of the main characters of the [[Transformers: Armada (franchise)|''Armada'' franchise]] was initially intended to be named "Bumblebee" before the unavailability of the trademark resulted in the character being renamed into "[[Hot Shot (Armada)|Hot Shot]]". However, in March 2005, Hasbro tried to reclaim the trademark, due to its intended association with a principal character in the [[Transformers (film)|big-deal live-action movie]] and its associated merchandise planned across a great many categories. However, the registration attempt was contested in July 2005, both by a production company named "Bumble Bee Productions, Inc." and by an online toy retailer named "Bumblebee Toys", both of which argued that the mark, as it was filed under the "toys" field, was too close to their own registered marks. Ultimately, Hasbro abandoned the registration attempt for "Bumblebee" in 2006 and simply decided to use the name as a "normal", non-registered trademark instead. The movie's release date being pushed back a year meant that the first "Bumblebee"-branded ''Transformers'' toys in over a decade were a 3" ''[[Titanium Series]]'' figure and a toy from the ''[[Transformers: Classics|Classics]]'' line. (Playcore, or more accurately, its subsidiary Swing-N-Slide no longer manufactures the "Buzz the Bumble Bee" swingset.<ref>[http://www.drillspot.com/products/291165/Swing-N-Slide_NE_4541_Buzz_Bumble_Bee_Swing Retailer site] mentioning the discontinuation. Also, said swing is no longer visible/available on Swing-N-Slide's official site.</ref>)
[[File:Camshaftalternator.jpg|thumb|upright=1.2|Silly Hasbro, you won't be able to name your toys "Bluestreak" again until 2010!]]
*"[[Bluestreak (G1)|Bluestreak]]" is one of the most infamous cases of a name of a classic character being unavailable to Hasbro for a long time, since a company named Gendron, Inc. registered the name "Toledo 'Blue Streak'" in 2002. All toys based on the ''[[The Transformers (toyline)|Generation 1]]'' Bluestreak character released since then were officially named "Silverstreak" instead. (Note that this does only affect Hasbro; while the character is traditionally known as simply "Streak" in Japan, [[TakaraTomy]] once released a blue [[redeco]] of the ''[[Transformers: Alternators|Binaltech]]'' Streak toy, named "Bluestreak".) Gendron finally abandoned their trademark in 2009, with Hasbro promptly using the name "Bluestreak" for a ''[[Speed Stars]]'' car (a [[redeco]] of ''[[Transformers: Revenge of the Fallen (toyline)|Revenge of the Fallen]]'' [[Robot Powered Machines|R.P.M.]] [[Sideswipe (Movie)#Speed Series|Sideswipe]]), and later for other toys as well.
*Next to Bluestreak, "[[Hot Rod (G1)|Hot Rod]]" is the most well-known case of a name unavailable to Hasbro. Mattel has registered various "confusingly similar" trademarks over the years, among them "Ho! Ho! Hot Rod", "Hot Rods" and "Hott Rodd". Hasbro's original substitute name for the ''[[The Transformers: Generation One Commemorative Series|Commemorative Series]]'' line of reissues was "Rodimus Major"; "[[Rodimus (Energon)|Rodimus]]" was used for [[Transformers: Energon (toyline)|Energon]] and then later also for the ''Classics'' Deluxe toy and the [[Transformers: Universe (2008 toyline)|Universe]] Legends toy; and the toy based on the ''[[Transformers Animated (toyline)|Animated]]'' [[Rodimus Prime (Animated)|Rodimus Prime]] character was called "Rodimus Minor". Hasbro eventually regained the name "Hot Rod" in 2016.
[[File:AlternatorsShockblast toy.jpg|thumb|upright=1.2|Released just a teensy-weensy bit too early.]]
*"[[Shockwave (disambiguation)|Shockwave]]" was temporarily lost to a company named Lanard Toys, Ltd—who actually used it in their ''The Corps!'' military figure series, direct competitors to Hasbro's ''[[G.I. Joe (franchise)|G.I. Joe]]''. An ''Energon'' toy designed as an homage to Generation 1 Shockwave was named "[[Shockblast]]" instead, as was the [[Shockwave (G1)/toys#Alternators|''Alternators'' toy]]. However, Lanard had abandoned the registration for the "Shockwave" trademark shortly prior to the release of the ''Alternators'' toy (too late to change the name on the packaging), so Hasbro seized the opportunity and slapped the name onto the next best [[Shockwave (Cybertron)|Mini-Con]] just to claim it back. They have since been able to use it for [[Shockwave (Animated)|other toys]] [[Shockwave (Movie)|more closely based]] [[Shockwave (WFC)|on the Generation 1 character]]. Ironically, a figure from Hasbro's ''G.I. Joe 25th Anniversary'' line based on an older figure from 1988 named [http://www.yojoe.com/action/88/shockwave.shtml "Shockwave"] was released under the name [http://www.yojoe.com/action/08/shockblast.shtml "Shockblast"] in 2008, presumably either in an attempt to avoid brand confusion or to maintain the "Shockblast" trademark. Either way, Hasbro apparently considers the name "Shockwave" more iconic for the ''Transformers'' character.
*"[[Ravage (disambiguation)|Ravage]]" became unavailable during ''[[Beast Wars: Transformers (toyline)|Beast Wars]]'', so Hasbro used the alternative "Shadow Panther" instead, and when even ''that'' turned out to be off-limits, used the somewhat clunky name "Tripredacus Agent". The name "Ravage" eventually became available again in time for ''Energon'', but apparently Hasbro decided to play safe and added a prefix, thus releasing the ''Energon'' toy under the compound name "[[Battle Ravage]]" (and later, its redeco as "[[Command Ravage]]"). Hasbro also used "Battle Ravage" for the ''Alternators'' toy and ''also'' intended to use it for a [[Generation 1 reissues|reissue]] of the [[Ravage (G1)/toys|original Ravage cassette toy]] available with a [[Toys"R"Us]] [[exclusive]] ''Classics''-affiliated "Commemorative Edition" reissue of [[Soundwave (G1)/toys|Soundwave]]... but then decided that the single name "Ravage" would work just as fine. Thus, the reissue is still named "Battle Ravage" on the packaging, but simply "Ravage" in the [[instructions]]. Following that, multiple subsequent toys have simply used the name "Ravage".
[[File:ArmadaSideswipeVSSideSwipe.jpg|thumb|upright=1.2|Space required.]]
*A particularly odd case: During the 1990s, another company held the "[[Sideswipe (disambiguation)|Sideswipe]]" trademark in the "toys" field, even though Hasbro still released [[Sideswipe (G1)#Generation 2|two toys]] using that name as part of the [[Transformers: Generation 2 (toyline)|''Generation 2'' line]] (it's unclear if this resulted in any legal repercussions for Hasbro). When Hasbro finally managed to reclaim the name for the ''Robots in Disguise'' line, the name was now written as "[[Side Swipe (RID)|Side Swipe]]", in two words, for whatever reason. Despite that, the [[OTFCC 2003]] [[exclusive]]<ref name="otfccsideswipe">[http://www.seibertron.com/transformers/toys/exclusives/sideswipe/485/ OTFCC 2003 Sideswipe], named "Sideswipe" on his own packaging.</ref> and the ''Armada'' [[Side Swipe (Armada)|Super-Con]]<ref name="armadasideswipe1">[http://www.tfw2005.com/transformers-images/toys/Armada/Autobots/Side+Swipe/side1.jpg.html ''Armada'' Side Swipe in original packaging], named "Sideswipe".</ref> both still spelled the name as one word on their own packaging; however, the [[cross-sell]] on the packaging for the OTFCC 2003 exclusive [[Shadow Striker (Universe)|Shadow Striker]]/[[Roulette (Universe)|Roulette]] two-pack referred to OTFCC Sideswipe as "Side Swipe",<ref name="otfccvipersisters">[http://www.seibertron.com/transformers-toys/view/exclusives/shadow-striker/483/2/11/ Cross-sell on the OTFCC 2003 Shadow Striker/Roulette two-pack's packaging], identifying Sideswipe as "Side Swipe".</ref> and the "[[The Unicron Battles|Unicron Battles]]"-style [[subline imprint|packaging redesign]] for the ''Armada'' figure saw the name changed to "Side Swipe" on the name insert as well as the packaging back.<ref name="armadasideswipe2">[http://www.shmax.com/product_details/835/sideswipe_with_nightbeat ''Armada'' Side Swipe in "Unicron Battles" packaging], named "Side Swipe".</ref> (See also the image to the left.) After many years' worth of "Side Swipe" toys, the ''[[Transformers: Universe (2008 franchise)|2008 Universe]]'' Deluxe toy finally hailed the return of "Sideswipe" (as one word). Presumably, the (then planned) use of the name on a [[Sideswipe (Movie)|character]] in the movie ''[[Transformers: Revenge of the Fallen (film)|Transformers: Revenge of the Fallen]]'' was reason enough for Hasbro to apply for a second registration to get rid of that pesky extra space. Oddly enough, in 2012, Hasbro re-filed "Side Swipe", along with several other old trademarks,<ref name="swipe2012">[http://www.tfw2005.com/transformers-news/transformers-movie-toys-products-30/latest-hasbro-transformers-trademarks-tow-line-armorhide-rollbar-side-swipe-175521/ Hasbro re-files old trademarks]</ref> but hasn't done anything with it thus far,<ref name="side-swipetm12">[http://tsdr.uspto.gov/#caseNumber=85672497&caseType=SERIAL_NO&searchType=statusSearch 2012 "Side Swipe" trademark] at the United States Patent and Trademark Office website.</ref> although ''[[The Transformers: Generation One Commemorative Series|Commemorative Series VIII]]'' Side Swipe was re-released in Hasbro's Asian markets (where US trademarks do not apply) in minimally altered packaging in 2012, with the toy still being named "Side Swipe".
*According to Hasbro copy writer [[Forest Lee]] at [[BotCon 2006]], Hasbro's IP lawyers were initially skittish about using the name "[[Matrix of Leadership]]" on packaging for the 20th Anniversary version of [[Optimus Prime (G1)|Optimus Prime]], as they were unaware of the history of the term "[[Matrix of Leadership|Matrix]]" within the brand, and feared confusion with the franchise surrounding the film, ''{{w|The Matrix (series)|The Matrix}}''. Although the lawyers were satisfied and allowed "Matrix" to be used in that instance, it appeared that some variation of the term "[[AllSpark]]" would supplant "Matrix" in future ''Transformers'' franchises, until ''Revenge of the Fallen'' used "Matrix of Leadership" as a name for a MacGuffin (contradicting the writers' earlier statements that the Matrix would not appear in the live-action movies, and the AllSpark would be a replacement for it). "AllSpark" is, of course, an easier mark to defend because — unlike "matrix" — it is a contrived compound word that doesn't have any other meaning.

{{-}}

===Other trademark kerfuffles===
[[File:TFU03-toy IronhideWM.jpg|thumb|upright=1.1|Trail who?]]
[[File:GrappelGripMudflapEuro.jpg|thumb|upright=1.1|Hilarious error or intentional misspelling for better trademark protection? You decide!]]
[[File:Classics2006 Legends Fireflight.JPG|thumb|upright=1.1|Once used as a substitute name, later in need of a substitute name itself.]][[File:Brainstorm vs Charon.jpg|thumb|upright=1.1|From the "completely random substitute name" files.]]
*"[[Trailbreaker (G1)|Trailbreaker]]" has been unavailable as a trademark for years, which has—at least indirectly—resulted in several "Trailbreaker" toys changing before release:
**[[3H Productions|3H]] had to cancel its plan of a new [[BotCon]] [[exclusive]] version of Trailbreaker as a [[redeco]] of ''Robots in Disguise'' [[X-Brawn]].
**A [[Generation 1 reissues|reissue]] of the original Trailbreaker toy was planned for the ''[[The Transformers: Generation One Commemorative Series|Commemorative Series]]'' before the line was canceled.
**A Trailbreaker-themed redeco of ''Robots in Disguise'' [[Spy Changer]] [[Ironhide (RID)|Ironhide]] became another "Ironhide".
**A redeco/[[retool]] of ''Alternators'' [[Hound (G1)#Alternators|Autobot Hound]] with a new Trailbreaker-styled head instead became [[Swindle (G1)|Swindle]].
**A ''[[Transformers: Cybertron (franchise)|Cybertron]]'' [[character]] intended as a Trailbreaker [[homage]] ultimately became an entirely new character named "[[Overhaul (Cybertron)|Overhaul]]", losing pretty much all similarities with Trailbreaker in the process (yet his upgraded form remained "Leobreaker". Huh).
:Hasbro ''finally'' released a [[Legends Class (2005)|Legends Class]] version of Generation 1 Trailbreaker as part of the [[Transformers (2010 toyline)|2010 ''Transformers'' toy line]], under the substitute name "Trailcutter". That name has since been used for [[Trailbreaker (Prime)|all versions]] of the character in all media; in-fiction, the original character even makes the conscious decision to change his name in the [[2005 IDW continuity|then-ongoing IDW continuity]] - admittedly [[The Reluctant Specialist|in a comic]] intended to be [[pack-in material|included with]] a [[Trailbreaker (G1)#Generations|"Trailcutter" toy]]... and then the version of the comic included with the toy was edited to remove any reference to the name "Trailbreaker". Hasbro has since regained the name "Trailbreaker", however, and newer toys have been produced under that designation... ''after'' the character died in the IDW comics. Aheh.
*In 2001, Hasbro attempted to trademark "[[Skyfire (RID)|Skyfire]]" for use in the [[Transformers: Robots in Disguise (2001 toyline)|2001 ''Robots in Disguise'' toyline]]. However, at the same time, their competitor Mattel applied for a registered trademark on the name for a vehicle/accessory in their ''Max Steel'' toy line. Without any past usage to call on to contend Mattel's claim, Hasbro lost the trademark for "Skyfire" to the stronger registered claim within a very short time frame. This resulted in the name "[[Sky Blast (Armada)|Sky Blast]]", used first on an ''[[Transformers: Armada (toyline)|Armada]]'' [[Mini-Con]], then for the ''Energon'' [[Omnicon]] [[Skyblast (Energon)|Skyblast]], who is a clear [[homage]] to the [[Generation 1 continuity family|Generation 1]] [[The Transformers (cartoon)|cartoon]] character, "[[Jetfire (G1)|Skyfire]]".
*In 2004, the Commemorative Series VI [[Generation 1 reissues|reissue]] of [[Grapple (G1)|Grapple]] was simply prefixed "Autobot Grapple" (although the name was [[quality control#packaging and paperwork|misspelled]] "Au'''ot'''bot Grapple" in several instances on the packaging). The [[Transformers (2010 toyline)|2010 ''Transformers'']] [[retool]] of 2008 ''Universe'' Voyager Class [[Inferno (G1)|Inferno]] not only tried to be a little more creative with a new prefix, "Solar Storm"... but also spelled the name "Grapp'''el'''". While this could be attributed to a particularly glaring typo, it's not without precedent: ''[[Transformers: Revenge of the Fallen (toyline)|Revenge of the Fallen]]'' [[Fast Action Battlers]] [[Mudflap (ROTF)#Fast Action Battlers|Grapple Grip Mudflap]], who uses "Grapple" as part of a prefix, ''also'' had it spelled as "Grapp'''el'''" all over his [[multilingual packaging|European packaging]] and on Hasbro's public website,<ref name="fabhasbro">[http://www.hasbro.com/transformers/en_US/shop/details.cfm?guid=B237456C-7A23-1014-B596-FBA5EE4D560D&product_id=24286&src=endeca Hasbro website entry for FAB "Grappel Grip" Mudflap]</ref> whereas the North American version had it spelled as "Grapple". Chances are that Hasbro decided to misspell the name in order to make it more defensible as a trademark, similar to "[[Scattershot (disambiguation)|Scattorshot]]" and "[[Demolishor (disambiguation)|Demolishor]]". The US-released Solar Storm Grappel's on-packaging [[bio]] also refers to the character simply as "Grappel&trade;", whereas ''Reveal the Shield'' [[Jazz (G1)/toys#Transformers (2010)|Special Ops Jazz]] and [[Tracks (G1)#Transformers (2010)|Turbo Tracks]] are still referred to as "Autobot Jazz&trade;" and "Autobot Tracks&trade;" in their US bios, respectively (but not in their European packaging bios).
*In 2005, [[Fun Publications]] was forced to change the name of a [[BotCon 2005]] exclusive intended as an updated version of Generation 1 [[Outback (G1)|Outback]] to "Fallback". The Outback Steakhouse restaurant chain has successfully applied for "Outback" across a ''vast'' number of categories. Since Hasbro had not used the name for a product since 1993, there seems to be no way for them to wrest control of Outback Steakhouse's active claim to the mark without ''heavy'' modification. The "Outback" name was ultimately used for ''[[G.I. Joe (franchise)|G.I. Joe]]'', but the trademark claim was for "Stuart 'Outback' Selkirk." Since ''Transformers'' can't quite get away with that, they've stuck with the "fallback" name (ha ha) for subsequent iterations of the character since they already have it.
*Similar trademark problems affected other items in the BotCon 2005 set: notably, [[Chromia (G1)|Chromia]] began life as [[Moonracer (G1)|Moonracer]] until it was discovered Royal Treasury, LLC owned the "[http://tarr.uspto.gov/servlet/tarr?regser=serial&amp;entry=78095736 King Moonracer]" trademark for toys from the ''{{w|Rudolph the Red-Nosed Reindeer (TV special)#The Island of Misfit Toys|Rudolph the Red-Nosed Reindeer}}'' TV special. Unfortunately, Moonracer was already well into production when Fun Publications learned the name was unavailable, and due to the time involved in trademark searches, a suitably appropriate alternative could not be found. This necessitated the use of Chromia — reportedly their "third or fourth choice", but a name which ''had'' cleared legal.<ref>[http://groups.google.com/group/alt.toys.transformers/msg/e39fbfb4b4bd2b3a alt.toys.transformers post] by [[Lanny Lathem]] explaining the Moonracer/Chromia SNAFU.</ref> [[Brian Savage]] expressed particular vexation with this turn of events at the BotCon 2005 organizer's panel.
*Just to further illustrate how (relatively) quickly a trademark status can change: Back in 2006, Hasbro couldn't use "[[Powerglide (disambiguation)|Powerglide]]" for a ''[[Transformers: Classics|Classics]]'' redeco of ''Legends of [[Transformers: Cybertron (toyline)|Cybertron]]'' [[Jetfire (Armada)#LOC|Jetfire]], so they called the toy "[[Fireflight (G1)#Classics|Fireflight]]" instead. By 2008, "[[Powerglide (G1)#Universe (2008)|Powerglide]]" was available again and reclaimed in [[Transformers: Universe (2008 toyline)|the 2008 ''Universe'' line]]. By 2013, "Fireflight" had become unavailable, even though it had been secured in 2009, in a [[Superion (G1)|Superion]] [[giftset]] released in both the ''Universe'' and ''[[Transformers: Revenge of the Fallen (toyline)|Revenge of the Fallen]]'' lines. Thus, a [[Kre-O]] [[Micro-Changer]] and a retool of ''[[Transformers: Generations|Generations]]'' ''[[Transformers: Fall of Cybertron|Fall of Cybertron]]'' [[Shockwave (WFC)#Generations|Shockwave]], and a limb for ''Combiner Wars'' Superion, initially announced as being named "Fireflight", ended up named "[[Fireflight (G1)#Kre-O|Firestrike]]", "[[Fireflight (FOC)|Air Raid]]", and even [[Fireflight (G1)|''Firefly'']] respectively.
*The first notable trademark conflict ''outside'' the United States affected the 2016 ''[[Transformers: Generations#Titans Return (2016–)|Generations: Titans Return]]'' Deluxe Class [[Brainstorm (G1)#TitanForce|Brainstorm]] figure from the [[Hasbro Toy Shop]]/[[San Diego Comic-Con]] exclusive "Titan Force" [[giftset]], which was officially redistributed in the United Kingdom by [[A1 Toys]] in American packaging, first at their booth at London Film & Comic-Con 2016 and later also via their website and at other UK conventions. Since there is an actual ''toy company'' named [http://www.brainstormltd.co.uk Brainstorm Limited] based out of the UK, the name couldn't be used for an official Hasbro-sanctioned UK release. As a consequence, the character was renamed "Charon" via stickers applied to the outside of the box.
*On the packaging, some [[Combiner Force]] One-Step Changers have trademarked names for the way they convert:  [[Strongarm (RID)|Strongarm]] uses a Snap-Back™, [[Sideswipe (RID)|Sideswipe]] uses a Kick-Pop™, [[Blurr (Prime)|Blurr]] uses a Kick-Latch™, [[Heatseeker]] uses a Lift-Switch™ ([[Optimus Prime (WFC)/toys#OneStep2017|Optimus Prime]] uses a non-trademarked Lift-Switch), and [[Drift (RID)|Drift]] uses a non-trademarked Flip-Switch.

==Notes==
[[File:AMH16-Ratchet.jpg|thumb|upright=0.85|Lawyer-friendly medic.]]
*[[Bob Budiansky]]'s original name for [[Jazz (G1)|Jazz]] was "Jazz'''z'''", with ''three'' "z"s. Whether or not that would have made it easier for Hasbro to protect the name without a prefix in recent years or not is hard to tell. Though if "Grapp'''el'''" is any indication, we might actually see them use that spelling in the near future....

*The "red cross on white backdrop" symbol often associated with medical services, used on various representations of [[The Transformers (toyline)|Generation 1]] [[Ratchet (G1)|Ratchet]], is in fact a trademark owned by the [[Red Cross|International Committee of the Red Cross]], who ''vigorously'' protect their claim to it. They actually took Hasbro to court over the use of their symbol on ''[[Transformers: Armada (toyline)|Armada]]'' [[Red Alert (Armada)|Red Alert]] and won, resulting in it not only being dropped from the toy's [[redeco]], but also having to be removed from the then-current [[Dreamwave Productions]] comics.<ref name="redcross">[http://www.lilformers.com/blog/2012/04/05/dreamslaves-4-red-crosses/ "DREAMSLAVES #4: Red Crosses"] by Matt Moylan.</ref> Hasbro typically uses [[:Ratchet (Animated)|"electrocardiogram" graphics]] as a substitute these days. [[:File:Ratchet-DiamondSelectstatue.jpg|The]] [[:File:Ratchet-AtFightsEnd.jpg|occasional]] [[:File:Ratchetg1.jpg|flub]] still slips through, though.

*The [[Transformers Collectors' Club]] has shown an irritating tendency to slap a "registered trademark" ® after the names of various [[BotCon]] [[exclusive]] toys on their [[bio]] cards regardless of whether Hasbro actually had those names registered at that time or not.

*For the [[Transformers (2007 toyline)|2007 movie line's]] [[Fast Action Battlers]], Hasbro added gimmick-specific prefixes to each toy's name. For names already having prefixes, this resulted in particularly clunky names such as "[[Jazz (Movie)#FastActionBattler|Ion Blast Autobot Jazz]]" and "[[Brawl (Movie)#FastActionBattler|Double Missile Decepticon Brawl]]". By the time the [[redeco]] [[wave]]s started, Hasbro realized that they could simply omit the extra "Autobot" and "Decepticon" prefixes, which gave us "Desert Blast Brawl" and "[[Ratchet (Movie)/toys#Fast Action Battlers|Rescue Torch Ratchet]]". With ''[[Transformers: Revenge of the Fallen (toyline)|Revenge of the Fallen]]'', Hasbro suffered a temporary relapse with "[[Ratchet (Movie)/toys#Fast Action Battlers 2|Beam Blast Autobot Ratchet]]", but then omitted the gratuitous prefixes again for pretty much everyone else.

*Though it ''might'' be a coincidence, Hasbro didn't use any names that required "Autobot" or similar prefixes for any toys from the [[Unicron Trilogy]]. This ''might'' stem from a notion that such modified names are a less-than-ideal solution, and Hasbro wanted to avoid using them whenever possible (Aaron Archer's reasoning for the ''[[Transformers: Alternators|Alternators]]'' version of [[Jazz (G1)/toys#Alternators/Binaltech|Jazz]] being named "Meister" was that "three 'Autobot someone' toys in a row" were "redundant", referring to "[[Hound (G1)#Alternators|Autobot Hound]]" and "[[Tracks (G1)#Alternators|Autobot Tracks]]"). This might explain why the Autobot medic from ''[[Transformers: Armada (franchise)|Armada]]'' and ''[[Transformers: Cybertron (franchise)|Cybertron]]'' is named "[[Red Alert (Armada)|Red Alert]]" rather than "[[Ratchet (disambiguation)|(Autobot) Ratchet]]". During that time, prefixed names only appeared in "secondary" lines such as ''Alternators'', ''[[Transformers: Universe (2003 toyline)|Universe]]'' and the ''[[The Transformers: Generation One Commemorative Series|Commemorative Series]]'' [[Generation 1 reissues|reissues]], where the toys typically represented existing characters whose names require prefixes these days. It wasn't until the [[Transformers (film)|2007 live-action movie]] prominently featured several characters whose names require prefixes when used as trademarks that "[[Jazz (Movie)|Autobot Jazz]]", "[[Ratchet (Movie)|Autobot Ratchet]]", "[[Frenzy (Movie)|Decepticon Frenzy]]" and "[[Brawl (Movie)|Decepticon Brawl]]" started to appear in a [[Transformers (2007 toyline)|"mainstream" toy line]]. These days, prefixed names are a common staple in ''Transformers'' toy lines regardless of whether they're backed by "mainstream" media such as a movie or cartoon or not.

*Hasbro's desire to defend their exclusive claim on trademarks occasionally also leads to somewhat clunky on-[[packaging]] [[bio]]s that include prefixes (where required) every time a character's name is mentioned in a bio ("During the long process of being rebuilt by AUTOBOT RATCHET®, there was a long time to think. AUTOBOT JAZZ digs his Earth vehicle form..."<ref name="targetjazzbio">From the bio of the [[Target]] [[exclusive]] "[[The Transformers (franchise)|G1]]" [[homage]] redeco of ''[[Transformers (2007 toyline)|Movie]]'' Deluxe Class [[Jazz (Movie)|Autobot Jazz]]</ref>). A particularly egregious example are the bios for [[Transformers (2010 toyline)|2010 ''Transformers'']] [[Jazz (G1)/toys#Transformers (2010)|Special Ops Jazz]] and [[Tracks (G1)#Transformers (2010)|Turbo Tracks]], whose names used different prefixes in order to support the "gimmick" of the ''[[Reveal the Shield]]'' [[subline imprint]] (where a toy's faction was only supposed to be revealed via a [[rubsign]])... yet the on-packaging bios blatantly referred to them as "Autobot Jazz" and "Autobot Tracks". The heavily truncated multi-lingual bios on the [[multilingual packaging|''European'' packaging]] simply called them "Jazz" and "Tracks" (although the toys' names were still "Special Ops Jazz" and "Turbo Tracks"), possibly due to a different trademark situation in the European market, where Hasbro isn't trying to enforce an exclusive trademark claim on every single toy's name for every single national market.

==References==
{{reflist}}

==See also==
*[[Transformers names in other Hasbro lines]]
*[[Blastification]]

==External links==
*{{w|Trademark|Trademarks at Wikipedia}}
*[http://www.uspto.gov/web/offices/tac/tmep/1400.htm#_Toc536248429 US Trademark & Patent Office]
*[http://www.tfarchive.com/toys/trademarks/g1_trademarks_intro.php Extensive article about Transformers-related trademarks at TFArchive.com] (outdated)

[[Category:Companies]]
[[Category:Toys]]