Hasbro submits trademark application for Play-Doh scent

Hasbro has submitted an application to the US’s Patent and Trademark Office to trademark the distinctive fragrance of Play-Doh in the US.

The application covers all toy modelling compounds and describes the scent 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.”

In 2008, Hasbro licensed a perfume from Demeter Fragrance Library aptly named Eau De Play-Doh to mark the brand’s 50th anniversary.

“Hasbro’s trademark application shows that the use of smells in branding, and companies desire to protect them is increasing,” Lee Curtis, a partner and chartered trademark attorney at law firm HGF, told The Independent.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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