Analysis

What's That Smell? Play-Doh Leads Charge For Scent TMs

Law360, New York (February 23, 2017, 3:00 PM EST) -- Trademark registrations for scents are still a rarity, but experts say that could change as more companies like Hasbro — which applied last week to register the smell of Play-Doh — focus on consumers' noses.

Hasbro says the smell of Play-Doh is distinctive enough to be a trademark. The toy giant filed an application with the U.S. Patent and Trademark Office on Feb. 14 to register the smell as a trademark for "toy modeling compounds," describing it 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...

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