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

On with the show…it’s the Friday Blog!

Panini launches FIFA World Cup Qatar 2022 collection

Schleich returns to Royal Dublin Horse Show with Teddy the Shetland Pony

John Adams bolsters team with new sales agent

Wizards of the Coast reveals new lineup

The Toy Association confirms 2023 New York Toy Fair dates

See the latest new roles added to Toy World’s recruitment round-up

Get involved in the October issue of Toy World

Tiny Pop to air Spin Master’s Mighty Express

Walmart partners with Paramount+ for members