Play-Doh Scent Trademarked by Hasbro
Hasbro describes the newly trademarked scent of Play-Doh as a “sweet, slightly musky, vanilla fragrance, with slight overtones of cherry, combined with the smell of salted, wheat-based dough.” The toy company on Friday announced that the United States Patent and Trademark Office has recognized Play-doh’s distinctive smell with a registered trademark, something rarely issued for a scent. “The scent of Play-Doh compound has always been synonymous with childhood and fun,” Jonathan Berkowitz, senior vice president of global marketing for the Play-Doh brand, said in a statement Friday. “By officially trademarking the iconic scent, we are able to protect an invaluable point of connection between the brand and fans for years to come.”
Few tweaks have been made to Play-Doh’s recipe since its inception in 1956, and its scent has always been one of its main differentiations from other clay competitors. The Play-doh brand has been around since 1956. Hasbro applied for the scent trademark last year.
The distinctive smell has consistently served as a hallmark of the brand, and after more than six decades providing children with a source of imaginative and creative play, the scent has become increasingly recognizable among children, parents and grandparents alike. Throughout its history, the “recipe” for PLAY-DOH compound has remained largely unchanged, ensuring the scent fans smell when opening a can of PLAY-DOH compound, is the same scent many grew up with and now enjoy alongside their own children or grandchildren.
The company has assured us there are currently no plans for litigation now that the trademark is official. “Registering the iconic Play-Doh scent as a trademark gives Hasbro a whole host of fun and creative opportunities in the future, but in the present moment, plans are not currently set,” a Hasbro representative told Gizmodo.
The company says in a press release that the smell “has always been synonymous with childhood and fun” and explains that the trademark allows it to protect “an invaluable point of connection between the brand and fans.” This application, which was approved this week after being filed in February 2017, falls under the category of a “sensory mark” — that is, not a physical product, but a sound, feel, or scent that a company might leverage for licensing opportunities.
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