Hasbro Successfully Trademarks the Iconic 'Play-Doh Smell'
Trustworthy Play-Doh is fun to roll and shape. But, what's really helped it hold onto it's title as the biggest name in fictile clay is that unmistakable olfactory perception. Now, Hasbro, owner of the Play-Doh brand, has formally trademarked that unique odor. The smelling was just officially recognized past the U.S. Patent and Stylemark Office (USPTO), grading one of only a few instances where smells have been successfully proprietary.
Last year, Hasbro submitted an application to stylemark the especial smell, which it describes as "a uncomparable scent formed through the combination of a tasty, slimly musky, flavourer-like fragrance with slender overtones of cherry, and the natural smell of a salted, wheat-based dough."
Since Play-Doh first of all bang shelves almost half a century agone, its formula has remained mostly the same, meaning that generations of kids all grew up taking whiffs of the same dough. (And, let's be honest, view how IT tastes) Still, Hasbro dispatched a container of Act as-Doh to the USPTO as part of its application process, just to really remind officials there.
"The scent of Play-Doh compound has always been substitutable with childhood and fun," said Jonathan Berkowitz, senior VP of Global Marketing for Play-Ut, because nothing says fun like referring to a childhood toy as a incised. "By formally trademarking the iconic perfume, we are able to protect an valuable point of connection between the brand and fans for long time to come."
What's Hasbro's plan for the scent now that they've successfully won the trademark? It's not clear, but this also isn't the first time the company has played around with the scent specifically. In 2008, they partnered with a fragrance company to produce a whole line of "Eau First State Play-Doh" scents for its 50th birthday, which you can still purchase today.
https://www.fatherly.com/news/hasbro-has-trademarked-the-play-doh-smell/
Source: https://www.fatherly.com/news/hasbro-has-trademarked-the-play-doh-smell/
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