Hasbro trademarks the smell of Play-Doh

Published on: 22nd May 2018

The smell of Play-Doh compound becomes one of few active scent trademarks in the US.

Hasbro has announced that the Play-Doh scent is officially recognised by the United States Patent and Trademark Office as a registered trademark of the brand. 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 trademarks in the country.

Since the Play-Doh brand’s inception in 1956, the smell has served as a hallmark of the brand, and after more than six decades the scent has become increasingly recognisable among children, parents and grandparents alike.

Jonathan Berkowitz, senior vice president of global marketing for the Play-Doh brand: “The scent of Play-Doh compound has always been synonymous with childhood and fun. 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.”


Friday Blog

Cash from chaos…it’s the Friday Blog!

Mattel unveils healthy set of Q3 results

Hammerson crowd checker tool

Shopping centre owner Hammerson set to end rent support for tenants

Lego launches new fan-designed Home Alone Lego Ideas set

ICTI ETP launches upgraded website

Mattel announces multi-category Lightyear collection

The Very Group reports record revenue

Maersk ponders cutting out freight forwarders to focus on larger shippers

Prize Magical Mystery Hunt to mark 20 years of Lego Harry Potter

BLE announces exclusive retailer content