We all are familiar with that lovely sweet musky smell of Play-Doh and now Hasbro has successfully trademarked the smell! When it comes to trademarked scents, they must be proven to “serve no important practical function other than to help identify and distinguish a brand. The smell of an air freshener or a women’s perfume wouldn’t count, for example.”
Before today I didn’t even know that you could trademark a smell, but Hasbro did it with Play-Doh! Hasbro had this to say in their announcement:
The trademarked scent, which Hasbro formally describes as a unique scent formed through the combination of a sweet, slightly musky, vanilla-like fragrance, with slight overtones of cherry, and the natural smell of a salted, wheat-based dough, makes the PLAY-DOH brand one of the few active and certainly most famous scent trademarks in the country…”The scent of PLAY-DOH compound has always been synonymous with childhood and fun,” said Jonathan Berkowitz, senior vice president of Global Marketing for the PLAY-DOH brand. “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.”
The next step is to trademark the taste, texture, and flavor! You have to trademark the taste of the Play-Doh!
Via: Boing Boing