Hasbro Registers Play-Doh Smell As Trademark

Law360 (May 18, 2018, 5:32 PM EDT) -- The U.S. Patent and Trademark Office has granted Hasbro a trademark registration for the smell of Play-Doh, the toy giant announced Friday.

Capping off an effort launched in February 2017, Hasbro received a registration on Tuesday for "a scent of a sweet, slightly musky, vanilla fragrance, with slight overtones of cherry, combined with the smell of a salted, wheat-based dough."

"The scent of Play-Doh compound has always been synonymous with childhood and fun," said Jonathan Berkowitz, a senior vice president at Hasbro. "By officially trademarking the iconic scent, we are able to protect an invaluable point of connection between the brand...

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